A survey of over 250 marketers by the CMO Council shows a (slowly) growing willingness for marketing and security teams to collaborate to protect the increasingly vital data supply chain. Almost 80% of those surveyed viewed a marketing/security relationship as extremely or very important. Fortunately, 67% of security organizations are very willing or willing to help out.
Looking to strengthen its ad offerings, streaming platform Netflix is partnering with Snowflake, LiveRamp and InfoSum to provide data clean rooms to its advertisers. The rooms will allow advertisers to share data and build audiences in a privacy-compliant way. Snowflake Data Clean Rooms is available to Netflix partners today with solutions from LiveRamp and InfoSum arriving in the coming months.
While 92% of consumers believe customer service from brands is very important, less than a quarter said it exceeded their expectations, according to a survey by SurveyMonkey. Reflecting the confusion in terminology where CX, to some, is the entire customer experience, while to others it’s post-sale service, CX teams are focused on engagement and personalization while consumers are focused on long wait times. Similarly, 25% of CX teams are working on improving automated responses while 40% of consumers find them “unhelpful.”
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.