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Advertisers Eager to Use First-Party Data: Kantar Report

This Kantar survey of 672 global ad executives confirms that they’re eager to use data more widely in their organizations (80%), to strengthen their data platforms (78%) and to improve data quality (64%).   More than half (56%) expect they’ll use first-party data to guide real time targeting in the future.

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Business Users Doubt IT Can Meet Business Demands: Salesforce Survey

August 9, 2021

Salesforce, which owns Mulesoft, took its own survey of 25,000 consumers, business leaders and IT managers worldwide.  They also found that business workers want direct access to data and IT capabilities (82%), in good part because just 37% are fully confident that their IT team has the skills and technology to keep up with demands.  There’s certainly a perception gap: 95% of IT leaders say they’re prioritizing workflow automation, while 58% of business users say IT is preoccupied with “keeping the lights on”.

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Two-Thirds of Business Users Are “Citizen Integrators”: Mulesoft Study

August 9, 2021
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Most Marketers Say They’re Using the Metaverse and It’s Great: Qualtrics Report

July 5, 2022

Will the metaverse rescue marketers from the loss of third-party cookies and device tracking?  Perhaps you scoff the metaverse doesn’t actually exist.  That didn’t prevent 74% of marketers telling Qualtrics they were already advertising in it and 59% of that group saying it’s their most successful channel.  Pioneering?  Optimistic? Delusional?  Take your pick.

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