Consumers Underestimate Actual Data Sharing: CA Technologies Study

A more credible survey, by Frost & Sullivan for CA Technologies, actually suggests that consumers underestimate how widely their data is shared: 83% of financial services companies and 74% of healthcare executives reported their company shares personal consumer data, while only 48% of consumers think this this happens. Other disconnects: 43% of business leaders say their company shares personal information but only 15% of information security professionals are aware of the practice. And 85% of business leaders think they provide clear information on their data policies while just 49% of consumers agree. Yikes!

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CMOs Prioritizing First Party Over Third Party Data: Dentsu Aegis Survey

August 6, 2018

Finally, marketing agency network Dentsu Aegis has found that CMOs rate individual-level targeting ahead of AI, digital technology, and new customer segments as their biggest strategic opportunity. Music to CDP ears: 57% are expanding use of existing (first party) customer data compared with just 37% expanding use of purchased data. Sadder tunes: CMOs number one fear is a data breach (29%) and 60% think GDPR will make it harder to build direct customer relationships. La la la.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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