Our privacy newsletter ordinarily covers tools for responding to consumer data requests (DSRs to the cognoscenti). But this news is about CDP vendor mParticle adding a DSR function, so we grabbed it while the editor wasn’t looking. The new feature can send automatically data erasure requests to third-party data stores including BigQuery, Redshift, and Snowflake, eliminating one of the biggest headaches in many DSR processes.
By now, it’s old news that marketers overestimate how good they are at personalization. This Sailthru survey repeats the trope: 71% of marketers think they “excel” at personalized marketing while just 34% of consumers agree. Other, less common findings include: email personalization is more important to consumers than to marketers, and big companies do much more advanced personalization than smaller ones. Worth a look.
Amazon continues to spread its wings, or tentacles depending on your point of view. Their latest stretch is “Buy with Prime” which lets Prime members receive free delivery and returns when shopping on non-Amazon websites. Consumers get more convenience, cooperating merchants may get more sales, and Amazon gets new fees and customer data.
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.