Back to good news: Privatar found that 49% of data leaders ranked targeting for marketing as the most important data driven project, beating perpetual favorites like operational efficiency and cost optimization (both at 43%). Less good: 48% said their data investments have not delivered desired results and 71% have limited data access due to government regulations.
Let’s start with good news today: Deloitte Digital reports that personalization leaders were nearly twice as likely as laggards to have exceeded 2021 revenue goals. The bad news is only about 40% of brands can deliver the types of personalization that consumers want. Worse news is 74% of brands lack the staff skills needed for effective personalization.
More bad news: just 13% of decision-makers told Hewlett Packard Enterprise they treat data strategy is a key part of corporate strategy. Even within IT, nearly half said the budget never (28%) or occasionally (20%) includes data initiatives. But their hearts are in the right place: top goals for data initiatives are sales growth (30%), innovation (28%) and customer experience (24%).
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.