This Forrester study for Teradata and Celebrus also addresses CX technology. Most interesting findings are that more companies have personalization tools (49%) than customer data management systems (39%), and more have next-best experience and real time decision engines (31%) than basic customer analytics (23%). Apparently that crawl-walk-run thing isn’t as popular as you thought.
Switching to cheerier news, this Rackspace study finds that a mix of business and IT managers ranked improved customer experience as their top strategic priority, ahead of security, digital transformation, and cost savings. Personalization was close to the bottom on the list of CX application benefits; top benefits included 24×7 availability, demonstrating security, and greater engagement.
While Apple forced apps ask permission for 3rd-party tracking, Android will wait for them to opt-out before automatically erasing the Ad ID field. It’s a step towards greater privacy but will also hinder analytics and fraud detection. Google has said that it will provide an analytics and fraud detection alternative in July. The company also plans to offer users more privacy options.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.