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IT Managers Prioritize Efficiency Over Customer Experience: MuleSoft Survey

IT departments are famously uninterested in customer data management in general, let alone CDPs in particular. This MuleSoft survey of enterprise IT leaders reinforces the point: while 97% have a digital transformation project, most of them (83%) list increased IT operating efficiency as a goal and 70% list increased business efficiency, compared with 71% for improved customer experience. Marketing ranks a lowly number six on the list of business units with integration needs. Fun fact: the average organization uses 900 applications, of which just 29% connect. Less fun fact: the favorite way to increase efficiency to hire more staff (52%), not leverage APIs (39%) or a microservices architecture (38%). This does not bode well.

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Consumers Want Control, Not Personalization: Alliance Data Study

March 13, 2019

We’ve made this point before, but new surveys keep driving it home: marketers are more excited about personalization than consumers. Alliance Data puts it clearly: “Nearly 98 percent of marketers claimed personalization was an important or very important need while consumers rated all but two personalization-related needs as unimportant.” What does matter? The report says that control over email frequency is consumers’ top unmet need. An important read.

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New Brand Safety Initiatives from IPG Mediabrands, IAS. Apology from DoubleVerify

April 18, 2024

It’s tough to get brand safety right, but the industry keeps trying.  IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM).  Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.

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