Customer data problems are expected to reduce revenue by more than half (56%) of the marketers surveyed by Forrester for Amperity. The study found that personalization (81%) and segment targeting (80%) are the top priorities in choosing a data platform, even though marketers recognize they need to build unified profiles before they can do anything else.
Here’s a straw in the wind: Acquia has added a self-service interface to process data deletion requests submitted by consumers under privacy regulations. It’s one more example of CDPs providing privacy-related services. Separately, Acquia announced a Workato integration, which will enable connections through Workato to hundreds of third-party cloud services.
“Embedded analytics” might refer to frisky data scientists, but its proper meaning is analytical features built into a product interface. It’s more common than you may have realized (as, perhaps, are frisky data scientists): 55% of respondents to this ThoughtSpot survey say it’s already part of their products. Improved engagement, revenue, and retention were the most-cited benefits.
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.