IPG Media Lab and MAGNA also amped up the science, running sophisticated tests to measure the impact of optimized creative on purchases. The results were less than eye-opening: ads tailored to the customer’s journey stage work better than ads shown randomly. If you’ve been debating that at your company, find a new company.
The News Gods are off to a slow start this week, but they did share some interesting surveys. Best of all is one from Tealium, which digs deeply into our favorite subject. Most surprising finding is that respondents rate privacy protection as the top CDP outcome (64%), far ahead of acquisition (53%) and personalization (48%). Interest in real-time data collection waned last year as users focused on more prosaic issues including ID resolution, online data capture, and integration.
The beach provided access to 150,000 surveillance cameras at hospitals, police department and schools, and exposed other footage, including from Tesla and Cloudflare.
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.