Customer Data Platforms are the top investment priority for e-commerce marketers, with 65% planning to increase spend in 2019. This from a study by Oracle and the CommerceNext conference. Bad news is that unified customer data is also the most disappointing of 2018 investments, with 52% saying results fell below expectations. Personalization and omni-channel marketing were almost as disappointing, at 51% and 47%. This stuff is hard.
As always, IT departments have a different view. Syncsort asked about business initiatives supported by IT and found the most common are efficiency at 48% and improved customer experience at 46%. Marketing and sales came in at 13%, handily beating out Other at 4%. Also interesting: just 19% were feeding Web/mobile/social data into their enterprise data lake. This is why marketing departments get their own CDP.
In somewhat harder news, LiveRamp has launched Authenticated Traffic Solution, which lets Web publishers match visitor data with its IdentityLink profiles. This enables cookieless customer identification across channels. It’s all very noble, according to CEO Scott Howe. “We’re launching our Authenticated Traffic Solution for the good of everyone in the industry—so that permissions can be honored while also democratizing identity and data for the good of all participants.”
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