Nothing brightens the day like a nice CDP industry survey, eh, Dear Reader? Our friends at Tealium have provided just that, with lots of good news about CDP value (74% show positive ROI within one year of deployment; companies with established CDPs are twice as likely to meet marketing objectives as those without). Plenty more detail about use cases, features, performance, team size, and management.
ChatGPT is the Next Biggest Thing of all right now. This newsletter hasn’t had many excuses to write about it, but we wouldn’t want you to think we’re not paying attention. So let’s mention that Microsoft may invest $10 billion in ChatGPT owner OpenAI, and then embed ChatGPT in all kinds of products.
TV programmers have long chafed at the power of Nielsen audience ratings. Five of the biggest, including Comcast NBCUniversal, Paramount Global, Fox, Warner Bros. Discovery, and TelevisaUnivision, along with anti-Nielsen gadfly VAB, have created a Joint Industry Committee to certify alternative measurement currencies against standards the committee defines. They will rely on the shared viewer IDs created by the OpenAP consortium, which is run by many of the same companies.
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.