Marketers aren’t doing very well when it comes to understanding their customers, either. MMA Global and AppsFlyer found marketers overestimate consumers’ concern about controlling their data and underestimate their annoyance that other people make money from it. More cluelessness: just 16% of marketers think privacy concerns impact consumer behavior, while 44% of consumers say it does.
Since we’re delivering bad news today, let’s also note that marketers are still struggling with online basics. The Drum found that just 33% of UK businesses provide a personalized Web site and only 27% deliver any type of dynamic content. Three-quarters identify fewer than 20% of their Web site visitors and 65% struggle with unconnected data sets. Have a great weekend!
It’s not your imagination: wrangling marketing data is tough. Nearly half (43%) of marketers spend more than one week per month assembling information, according to this Salesforce report, and just 31% are “very confident” it’s accurate. One reason: the average marketer uses 21 different marketing and advertising platforms. Lots more good stuff here.
The second half of 2024 saw the CDP industry continue its shift towards embedding CDPs in customer-facing systems, according to the CDP Institute’s latest Industry Update report. Nearly all firms new to the report had added a CDP to an existing product, and major acquisitions including ActionIQ, Lytics, and mParticle were all made by customer management vendors. The new report adds coverage of composable CDP vendors, which is still a much smaller sector than conventional CDP systems.