Part of marketers’ measurement challenges may be organizational. UserTesting found that product and customer experience departments are more likely than marketing to be in charge of collecting customer feedback. Another gap: 95% of executives say customer experience is important but only one-third of employees say their company has a proactive CX.
Location data vendors Foursquare and Factual are merging. The combined firm will provide marketers with data on movements by more than 500 million devices worldwide, including a panel of 25 million always-on users. Foursquare bought Placed, another competitor, in May 2019.
Wrapping up in the same vein: digital asset management vendor Aprimo and AgileSherpas found that agile is just the best thing ever. Well, not in those words but 74% of marketers using agile were satisfied with team results, compared with 58% of traditional marketers and 34% of ad hoc marketers. Agile users reported higher productivity, better change management, and increased innovation.
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.