And what do IT leaders think? Adobe found they rank CDPs (33%) second only to predictive analytics (37%) in impact on customer experience, well ahead of chatbots, robotic process automation, and other advanced technologies. Two-thirds said IT was solely (31%) or jointly (37%) in charge of martech, compared with 15% who said marketing was in control. You’d likely get a different answer if you polled a bunch of marketers.
CMO Council also had upbeat results: 69% said they plan higher martech spend in 2021. But there was an odd disconnect in their approach: while journey management and digital strategies were their top targets for business improvement, their highest martech priority was analytics.
CDP Tealium yesterday announced a $96 million Series G funding, raising their total to $264 million. It’s the second-largest CDP funding round in our files and puts Tealium in second place for total CDP funding. Segment, now part of Twilio, is the leader in both categories.
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.