Simon Data’s 2022 State of Customer Data offers more to chew on. They report their clients are using almost twice as many data points now as one year ago and that campaigns using more data are more successful. They do caution that using too much data is a problem if you’re being creepy.
Is there anything more fascinating than other companies’ customer data strategies, Dear Reader? I thought not. Here’s a Treasure Data study on that very topic. Random factoids: data silos are a more common problem (34%) than data quality (24%); data and IT departments are responsible for customer data strategy at 49% of companies, while marketing is responsible at 11%.; 63% of companies plan to expand use of customer data.
Software AG found that 78% of organizations have released more incomplete software projects since the pandemic began. Respondents said that’s a good thing because it lets them deliver new systems more quickly. Need I mention that the respondents were people who build systems, not people who use them?
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.