If you don’t like the CDP Institute’s survey, you can read this CMO research from GfK. They asked different questions but the answers still rhyme: lack of systems to connect data silos ranked as the top barrier to achieving full data potential, cited by 64% of North American CMOs, and 69% listed data management as the leading obstacle to data access. Global CMOs had somewhat different answers.
CDP value depends on delivering unified customer data, according to the CDP Institute’s latest member survey. That’s less obvious than it sounds: martech satisfaction was much higher among companies that had unified data but no CDP, than companies with a CDP and no unified data. Companies with unified data and a CDP were happiest of all. Download for more insights into CDP success rates, problems, and best practices.
Gartner also has a new CMO study. Their anti-conventional wisdom is: most marketers believe they should collaborate with other departments when building their digital roadmap, but results are actually better when marketers act independently. I think the other findings were less surprising but the jargon was too thick to be sure.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.