CDPs Second-Most Acquired Marketing Technology Due to COVID-19: Acquia Report

COVID-19 gets more attention than third-party cookies, Amelia Earhart, and Bigfoot combined. It’s no surprise that this Acquia report finds marketer and consumer behaviors changed due to the pandemic.  But did you know that 82% of marketers reported their ROI on marketing technology improved during the period? More than half (54%) invested in CDPs, ranking just behind marketing automation (63%) and well ahead of AI and machine learning (44%), personalization (43%), and content management (35%).

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AppsFlyer Measures Incremental Ad Impact

October 23, 2020

Mobile attribution vendor AppsFlyer has introduced Incrementality, a solution that runs tests to determine the incremental impact of remarketing programs. Managing hold-out samples is tough, so that’s noteworthy in itself. But I was also intrigued by AppsFlyer’s statement that “attribution and incrementality are completely independent concepts” – the difference, apparently, being that attribution assigns full or fractional revenue “credit” to marketing touches while incrementality estimates the net revenue change resulting from a touch. Got that?

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Two-Thirds of C-Suite Can’t Recognize Bad Data: Fivetran Report

December 6, 2021

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.

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