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Marketers Eager to Increase Tech Investments: Merkle Report

All that investment must mean that somebody is buying martech, right? Sure enough, Merkle found that more marketers (32%) would invest extra budget in data, analytics and tech than in media, content, or staff. Not coincidentally, about one-third report major improvements in conversion rates after implementing personalization.

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Up to Two-Thirds of Location-Based Ad Spend Is Wasted: Location Science Report

August 23, 2019

It’s Friday, so let’s just sneak in some bad news while you’re not paying much attention. We’ll start with a study from location intelligence company Location Sciences, which found that up to 65% of location-based ad spend is mistargeted. More precisely, 29% of the ads are delivered outside the target area while 36% rely on IP address, which is not accurate. Oh, and 36% of top GPS-enabled apps display location fraud.

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One-Quarter of Retailers Can Tie Ad Impressions to Subsequent Behaviors: OneMarket Research

August 21, 2019

Retailers may be realizing that personalization isn’t as powerful as conventional wisdom suggests. OneMarket found the most common use for customer identity systems is to verify eligibility for targeted discounts, while personalized product recommendations ranked last. A surprisingly high 29% said they could tie ad impressions to subsequent behavior in physical, Web, and mobile apps. Much more here on the topic.

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Real-Time Data Leads to Quicker Growth: Confluent Survey

May 24, 2022

No one really doubts that real-time data is useful, but here’s more concrete data in case you’ve been arguing the point: this Confluent survey of IT leaders finds 63% of companies with widespread access to real-time data showed 10% or higher revenue growth, compared with just 44% of companies with only some access grew as fast.  Integrating multiple data sources was the most common obstacle to real-time access, cited by 60% of respondents.

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