Consumer attitudes towards business use of their data continue to show the usual conflict between privacy and personalization. This Twilio report shows 95% of consumes want more control over their data but 66% will stop using a brand if their experience isn’t personalized. Looking past talk to action: data deletion requests on Twilio Segment rose 69% in the past year.
Concerns about ChatGPT are one tiny tile in the great mosaic of worries about tech in general. This Morning Consult report offers a broader view and it’s more mixed than you might think: yes, U.S. consumers have become more hostile recently, but 58% still say their impression of big tech companies is favorable. There does seem to be a bi-partisan desire for more regulation but that doesn’t guarantee that Congress will act.
Another day, another CDP offering data warehouse integration. Today’s subject in mParticle, which has introduced Warehouse Sync to share data with cloud data warehouses like Snowflake. Like other CDP vendors with similar offerings, mParticle sets itself up to provide the data warehouse with unified profiles they lack and to feed profiles to downstream applications using its existing connectors.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.