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Archive for July, 2022

Categories : CDPI Newsletter
Dates : July 2022

Majority of Marketers Now use Multi-Touch Attribution: MMA Global

July 19, 2022
For the first time ever, more than half (53%) of the marketers answering MMA Global’s State of Attribution survey said they’re using multi-touch attribution (MTA).  Users report an 8% return on investment increase from MTA and 71% say it’s a critical part of their measurement toolkit, along with media mix models and experiments.  But many are concerned that tracking restrictions with make the necessary data less available.
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Lack of Training Holds Back Marketing AI Deployment: Marketing AI Institute

July 19, 2022
More than half (51%) of the respondents to this Marketing AI Institute survey said they think artificial intelligence is very or critically important to their success in the next twelve months.  But just 29% of respondents are confident in their AI knowledge and 81% say their company doesn’t provide training on the subject.  Personalized consumer experiences (41%) and better insights (40%) are effectively tied as the most common marketing AI applications.
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Two-Thirds of Marketers Don’t Trust Their Data: CMO Council

July 18, 2022
What separates top performers from everyone else is always an interesting question to ask, although it’s often not clear whether the answers reflect causes or effects.  This CMO Council report finds marketers making the best use of data have more adaptable systems, make more use of AI, and can access more data more quickly.  Just over one-third of all respondents (38%) have high confidence in their data systems.
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Automation Is Key to Data Quality Success: TWDI Report

July 18, 2022
IT staff often feel better about their data than business users.  Sure enough, this TWDI survey of IT professionals found nearly half (46%) say they rarely have data quality problems, and only 24% say problems occur often.  The report finds that successful data quality programs are much more likely to use AI-based tools than unsuccessful programs (70% vs 19%).  It also offers a nice data quality maturity model, if you’re into self-assessment or want to torture someone who isn’t.
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Companies with Better CX Had Better Pandemic Results: XM Institute

July 18, 2022
One causal relationship that’s pretty clear is better customer experience leads to better financial performance – at least where monopolies are not involved.  This report from Qualtrics’ XM Institute proves the point yet again, showing that companies with a high CX rating at the start of the pandemic substantially outperformed their peers during 2020.  The authors argue that companies with better CX were more agile, which let them adapt more effectively to pandemic challenges.
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