It’s not your imagination: wrangling marketing data is tough. Nearly half (43%) of marketers spend more than one week per month assembling information, according to this Salesforce report, and just 31% are “very confident” it’s accurate. One reason: the average marketer uses 21 different marketing and advertising platforms. Lots more good stuff here.
Marketers aren’t doing very well when it comes to understanding their customers, either. MMA Global and AppsFlyer found marketers overestimate consumers’ concern about controlling their data and underestimate their annoyance that other people make money from it. More cluelessness: just 16% of marketers think privacy concerns impact consumer behavior, while 44% of consumers say it does.
And for the triopoly trifecta: Amazon’s share of the U.S. digital ad market grew to 10.3% in 2020, up from 7.8% the year before, says eMarketer. The company took business from Google, whose share dropped to 26.6% from 28.9%. Facebook’s share also grew, from 23.6% to 25.2%. Everyone else’s slide of the got a bit smaller, in case you hadn’t noticed.
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.