And since we’re on the topic, marketers also feel they’re throwing away a good portion of the data they do collect, says geolocation data provider Digital Elements. More than half felt they could increase revenues if they could use an extra 25% of the data they currently throw away. Most of the study focuses on IP location data, which 71% said was very important but just 39% are using fully.
IBM is buying open source technology vendor Red Hat in a deal valued around $34 billion. IBM’s announcement crows this “changes everything about the cloud market”. But it also says Red Hat will operate as a separate unit, so it’s not clear how. Probably more relevant: Red Hat is growing and IBM is not.
Lest you conclude the good guys have won, we have the 132-page IAPP-EY Annual Privacy Governance Report on what’s actually happening. Which is that 56% of companies still haven’t complied with GDPR and 19% say they don’t expect to, ever. Just 32% consider their privacy program mature and a minuscule 2% have fully automated response to data subject requests – a GDPR right that would quickly overwhelm manual processes if it widely exercised.
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.