CDP Institute

This Adweek report sponsored by Viant starts on the sad note that 73% of consumers feel they see too many ads.  But things pick up when 65% say they feel good – including 27% who feel very good – when they see ads that feel personalized to their specific needs.  Then it gets better: 63% pay more attention to personalized messages.

I saved the best for last: social media isn’t destroying society after all!  Ipsos MORI did find that “nuanced” belief in conspiracy theories is more widespread than you ever imagined, which I’ll admit is upsetting.  But they also report that TV news and tabloid newspapers are equally responsible for spreading them (at least in the UK).  So go ahead and buy all the Facebook ads you want.

Like the determined optimist who tells his boss the factory is on fire by reporting they’ll soon be able to update their equipment, let’s find some silver linings in a batch of gloomy surveys today, Dear Reader.  We’ll start with this Fivetran report, which finds that 85% of data leaders say their company has lost money by basing decisions on bad data, and 66% believe their C-suite can’t tell when that happens.  The bright side is there’s lots of room for improvement.

Just 3% of the respondents to this Piano survey said their company can seamlessly exchange data across departments, and only 9% are able to share data effectively.  Data silos are the biggest obstacle to sharing (56%), and organizational issues are the biggest reason that silos exist.  The good news here is that 54% already use third party tools for data management, so there’s hope that they’ll be able to improve things faster than if they relied on in-house development.

Respondents to this CompTIA survey are actually quite positive, expecting higher tech budgets and less anti-technology backlash in 2022.  What caught my eye was that 30% said marketing tech budgets are too low – more than any other department.  That’s great because it means they’ll be more open to your request for an increase, right?

The integrated cloud communications market is relevant here because it increasingly overlaps with marketing systems. So you should probably care at least a little that cloud-based communications platform 8×8 has agreed to pay $250 million for Fuze, which offers roughly similar products.

Here’s a de-acquisition story just to mix things up: the United Kingdom’s Competition and Markets Authority has ordered Meta, owner of Facebook, to reverse last year’s purchase of animated GIF distributor Giphy.  The Authority felt the deal reduced potential competition for ad sales and could let Facebook/Meta reduce other competitors’ access to Giphy GIFs or demand more data from them.  It’s one more sign that regulators everywhere are turning on Meta/Facebook after years of neglect.

Regulators are still mostly ignoring bias in Artificial Intelligence, although we hear scattered rumblings. This report from RELX raises the alarm: 65% of executives say their current AI systems are biased. For added background, check out this 71-page introduction to the topic from the IAB.

Digital experience platform Optimizely is further expanding its scope with a deal to buy Welcome, which provides content management, digital asset management, and marketing resource management.  You may recall that Optimizely itself was purchased in September 2020 by Episerver, which then adopted the Optimizely name.  And who could forget that they bought the Zaius CDP in March 2021?

Cross-channel marketing platform and CDP vendor Cordial has expanded its data management capabilities.  Major enhancements enable business users to integrate new data sources without IT support, extend data retention options, and build custom predictive models and marketing automation triggers.

Self-service is in style.  Citizen API builders can now use a no-code interface to add new data sources to the Celebrus CDP.  Celebrus has also added more precise tracking of how users interact with content, enabling more accurate machine learning models for decisions and measurement.

As the festive season ramps up, perhaps we should think of corporate acquisitions as a B2B self-gift.  In that light, a pair of private equity firms have treated themselves to SALESmanago, a Poland-based but globally-sold CDP and marketing automation platform.  They claim 2,500 clients, which are mostly small businesses but include some big enterprises.  Price is undisclosed but over $100 million.