74% of Marketers See Agility as Key Challenge; Bureaucracy Is Biggest Obstacle: Forbes Insight and Aprimo

A Forbes Insight report, sponsored by marketing operations platform Aprimo, found that 74% of marketers cite “agility of marketing operations” as a key challenge. While technology was the top-ranked success factor for agile marketing (cited by 45%), it ranked just eighth as an obstacle (cited by 17%). Bureaucracy (47%) and proving ROI (37%) were obstacles number one and two. You can spin those numbers any way you want but my take is most people feel their technology is more or less adequate and are finding organizational issues as their biggest problems.

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Nielsen Marketing Cloud Connects to RichRelevance for Better Personalization

February 6, 2017

Let’s list marketing cloud vendors: Adobe, Salesforce, Oracle, IBM and…Nielsen? Who knew? The Nielsen cloud was announced last April (no, not on April 1). As you might expect, the Nielsen cloud is mostly about data, including cross-device profiles, a Data Management Platform for audience creation, and several types of analytics. It feeds data to other systems for execution. Nielsen just announced a connector for personalization vendor RichRelevance. It will provide demographics, interest, and intent data on otherwise new and anonymous Web site visitors so that RichRelevance can personalize their treatments..

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