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IT Departments Rarely Prioritize Marketing Needs: Airship Survey

The build vs buy argument rages on in CDP circles, with the build case being pressed by IT departments and supported by vendors selling tools such as data pipeline software.  This Airship survey offers a helpful reminder that IT departments rarely prioritize marketing needs over more visible projects such as new features and bug fixes.  In fact, just 13% say all their enhancement requests are ultimately fulfilled. This would support a case for no-code systems that marketers can update for themselves, although the survey finds nearly all marketers depend on IT instead.

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IT Departments Overestimate Suitability of Current Data Tools: BARC Study

September 23, 2022

This BARC survey argues that IT-run data warehouses are a dying breed, precisely because they fail to empower business users.  There’s huge disagreement on whether current data and analytics applications meet current requirements: 70% of business users say they’re not adequate, while just 32% of IT specialists agree.  The study authors conclude that a federated model is the best approach because it gives more power to business users.

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64% of Advertisers Say Apple ATT Hurt Campaign Results

February 2, 2023

You’re probably heard about IAB CEO David Cohen’s blistering attack on privacy advocates.  Here’s why he cares: 64% of advertisers told Wpromote their campaigns were less successful after Apple introduced App Tracking Transparency, which requires user permission to track their behaviors.  Lots more here on alternatives to third party cookies (Google’s Topics API is leading the horse race), data clean rooms, state privacy regulations, and using CDPs for advertising.

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