This Winterberry Group report finds mostly what you’d expect: marketing analytics leaders have better data, more organized data quality processes, and more analytical skills. One surprise is leaders are more likely to use a mix of marketing and non-marketing analytical teams. Another is that 63% of U.S. companies say their martech stack is fully integrated with the data it needs.
ActiveCampaign, the leader in marketing automation, email marketing and CRM, is putting down roots in Costa Rica and will have 100 employees in the hub within 12 months. Latin America is one of the company’s fastest growing regions, with local businesses growing through the power of ActiveCampaign’s platform every day. With offices in Brazil and Colombia already, ActiveCampaign is making a larger investment in the region by expanding engineering and customer teams to improve the global customer experience and operations of the business.
It’s not all unicorns and rainbows in marketing data land. Forrester reports that data lost to privacy and other constraints has created challenges across all marketing tasks for about half of the companies it surveyed. Zero-party data (surveys and such) is a promising solution, even though just 40% are using it effectively and about one-third have concerns about accuracy, privacy, and other issues.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.