There’s no doubt that B2B analytics are a challenge. Content marketing platform Conductor found that just half of marketers (51%) said they could easily measure the results of their global marketing efforts. Slightly more (56%) are overwhelmed by the amount of data their systems generate when they try to extract insights. Just 3% have a single dashboard to measure overall marketing performance while 29% have five or more.
The number of Customer Data Platform (CDP) vendors more than doubled in 2017, according to the CDP Industry Update released today by the CDP Institute.
Trying to put these changes in context? Here’s help: the CDP Institute just released its semi-annual industry update, now covering more than 50 vendors. We look at changes in vendor counts, funding and employment by region and product type. Fascinating, if you’re into that sort of thing. And you are.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.