Back online, podcast analytics and hosting platform Backtracks has raised a $2.1 million seed round. Backtracks says it captures “unprecedented detailed audience data including who, what, when, where, and how they’re listening to a podcast.” They’re reporting the details of listener behavior, not listener identities or podcast content.
We reported last week on an Oracle survey that found CDPs were ecommerce companies’ the top investment priority, news that’s delightful if unlikely to be correct. This survey from ActionIQ and Ascendant Network found 20% of companies have a CDP, compared with 82% having CRM, 57% having a data lake or warehouse, and 54% having a DMP. Much more realistic. Worth reading for details on what data companies use, how long they keep it, how well they coordinate across channels.
Apple gathers plenty of consumer data but is more stingy about sharing it. They’re extending their privacy story with an iPhone option that hides users’ email addresses from app developers. You have to sign in using your Apple ID but Apple promises they won’t use that to profile users or track activity in apps. Cynics will note that Apple can do this because its business doesn’t depend on monetizing customer data. Maybe that’s the point.
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.