European Marketing Stacks Less Fragmented the North American Stacks: Adobe & Econsultancy

Finally, Adobe and Econsultancy have just released the 2018 edition of their long-running and always-insightful Digital Trends report. In keeping with today’s theme I’ll highlight news that North American companies more likely to have a fragmented martech stack (48%) than companies in Europe (42%) or Asia Pacific (40%). European and Asia companies did lag a bit in adoption of cloud-based technology. Joining up online and offline data was 15th on the priority list, far behind social media engagement, content marketing, and targeting and personalization. We’ve seen similar results before but it still seems odd that marketers think they can do good targeting and personalization without unified customer data. Lots more here of interest.

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Tapad Repositions Itself as Identity Vendor and CDP

February 20, 2018

Cross-device identity aggregator Tapad has repositioned itself as a general-purpose customer identity system. While they’re at it, they’ve launched what they call a Customer Data Platform. This does ingest first-party personally identifiable information, which is a core CDP requirement. But the real focus seems to be connecting with third party data in the Tapad device graph and using this to drive ad campaigns. At best, those are peripheral CDP use cases. At worse, they add still more confusion to the distinction between CDPs and DMPs.

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More Customer Data Projects Focus on Service than Marketing: Semarchy Report

February 16, 2018

Master data management vendor Semarchy also found that IT rather than business users are primarily responsible for data governance. Customer data was the most common focus for master data projects, but more had goals related to customer service, experience, and loyalty (29.8%) than sales and marketing (25.5%). Other factoids: 40% of respondents take longer than six months to implement a new domain such as customer data and fewer than 20% update their master data at least daily.

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