Hubspot has added a new Web content management system to its collection of sales, marketing, and service modules. It’s hard to slap a label on every-changing Hubspot, which is approaching the scope of cloud marketing platforms from Adobe, Salesforce, and such. Old-timers will recall that Web content management was the core of Hubspot’s original “inbound marketing” position.
Just 20% of marketers have real-time or daily access to cross-channel marketing performance data, according this study from Salesforce’s Datorama. Only 33% say they have “excellent” marketing data integration and management. No surprise here but it’s why we keep reporting on data integration technologies.
Enrichment is good, but not if it’s done with stolen data. Encryption is one way companies avoid that. This Ponemon Institute study found that Protecting customers’ personal information is now the most common reason for using encryption (54%). The most common challenge (67%) was discovering where sensitive data is stored in the organization – something else a CDP often helps companies to do.
I can’t bring myself to lead with yet another generative AI story, so we’ll start instead with this Forrester report for Airtable, which found that organizations have lots of software applications. The average is 367 in use at large organizations, with teams using an average of 45 daily and individuals using an average of 52 weekly. No surprise here but a good reminder of why data integration is so important.