The top technical challenge facing most marketers today is loss of customer identity information. Emodo found that more 80% of C-level marketers have seen a decline in campaign effectiveness and audience size as a result of privacy changes. Two-thirds don’t expect the walled gardens to solve the problem, but many are looking to better creative, new channels, and AI-based solutions for help.
Business users create 70% of all no-code marketing workflows, compared with fewer than half built by business users in other departments, Workato reports. On the other hand, marketing operations rank just seventh among most commonly automated processes, and sales and marketing departments account for just 13% of automations, well behind finance and accounting (26%), IT (25%) and data ops (15%). Make of this what you will.
This Ad-Lib study also finds that marketers hope better creative can overcome privacy constraints. Scaling up creative capability was the most commonly cited opportunity for improving return on advertising, while greater creative “acumen” came in second. Opportunity notwithstanding, actual plans for adapting to cookie loss placed leveraging data (52%) and developing alternative ad channels (33%) ahead of generating more relevant creative (32%) or investing more with platforms like Google, Meta, and Amazon (25%).
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.