For the first time ever, more than half (53%) of the marketers answering MMA Global’s State of Attribution survey said they’re using multi-touch attribution (MTA).  Users report an 8% return on investment increase from MTA and 71% say it’s a critical part of their measurement toolkit, along with media mix models and experiments.  But many are concerned that tracking restrictions with make the necessary data less available.

Contact center managers have a different take on AI: Talkdesk reports that 87% feel at least moderately familiar with AI applications in the call center and 85% believe it’s important.  But they list security, infrastructure, resistance to change, and lack of quality data as the top barriers, not training.  Oddly enough, fewer companies report having deployed AI systems than one year ago.

Greater public attention to privacy has reduced trust in all tech providers, including those like Apple and Google that have positioned themselves as privacy-friendly.  Apple’s rank in Jebbit’s annual Consumer Data Trust Index fell from 17 to 43, while Google fell from number 4 to 89.  Amazon fell just slightly, from first to fourth place, while Facebook actually improved a bit from 97 to 88.