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Marketers Want Zero Party Data But Unsure How To Use It: Forrester Survey

Targeting data is threatened by new privacy constraints, so 99% of marketers are working to replace it, says this Forrester study for data verification vendor SheerID. Most (85%) see “zero party” data (data that customers share voluntarily, such as survey responses) as critical for effective personalized experiences, but 36% worry that customer answers are not always accurate.  Adding to the challenge: 42% of marketers have access to zero-party data but don’t know how to use it effectively.

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Targeting Is More Important Than Personalization: Nielsen Report

April 14, 2022

It’s all surveys today, Dear Reader.  First, this Nielsen study finds that marketers rate audience targeting and creative as more important for campaign success than personalization or journey-based messaging.   Most believe that effective targeting requires behaviors as well as contextual data.  Lots more here on channel growth and effectiveness, ROI measurement, marketing objectives, and related topics.

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One-Third of Marketers Likely to Replace Their Marketing Automation System This Year: Ascend2 Study

April 14, 2022

Nearly one-third (31%) of marketers plan to replace their current marketing automation system in the coming year, according to this Ascend2 study.  Another 43% are unsure about their plans.  Unfortunately, buyers prioritize price (58%) and ease of use (54%) over integration (22%), feature breadth (21%) and feature depth (19%), so their next system isn’t guaranteed to meet their needs, either.  Perhaps related: just 22% rate their marketing automation program as very successful.

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Twilio Announces Unified Profiles Powered by Segment

March 28, 2024

Twilio has announced two innovations within Twilio Flex, its digital engagement platform. The first, Unified Profiles, will be powered by Segment and allow businesses to collect and activate real-time consented data. This is the first of three launches set for 2024 that will embed Segment in Twilio Communication products. The second innovation is Agent Copilot which will allow users to deploy AI across this data to boost productivity.

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