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.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.