Influencer marketing occupies an untamed corner of the media jungle, although plenty of companies have tried to civilize it. The Association of National Advertisers is helping with a set of guidelines for measuring influencer marketing results. The guidelines offer definitions for different awareness, engagement, and conversion metrics plus a handy chart of how different social platforms do their calculations.
This set of Moengage reports has lots of yummy data, but what caught my eye is a table showing CDP adoption rates are higher in Europe and India than North America. That seems unlikely but the larger story is that CDP use hovers around 20% in all markets, comparable to marketing automation and not much lower than CRM. There are separate reports for North America, Europe, Germany, India, and the Middle East, with Southeast Asia on the way.
The Customer Data Platform (CDP) industry had a strong first half in 2022 with 10% employment growth among existing vendors and eleven new companies added, according to the CDP Institute's latest Industry Update report. Total employment grew by 2,494, the largest increase on record. However, a slowdown in funding and acquisitions may indicate investors are becoming more cautious about the industry.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.