Marketing is the least data-driven of all departments covered in this Talend survey: 48% of marketers make less than half their decisions based on data, compared with 23% of IT and 33% of engineering leaders. Just 40% of executives always trust the data they work with and 22% don’t think their company’s investment in data management is worth it. Read on and weep.
How big is the U.S. podcast ad market? Funny you should ask: the IAB estimates it will top $1 billion in 2021, after growing a pandemic-fueled 19% in 2020. It’s a place to spend some of those ad dollars made less effective by targeting-hostile privacy rules. Speaking of: HubSpot just launched a podcast network but the mission is to deliver content to its audience of entrepreneurs and marketers (and entrepreneurial marketers), not to sell advertising.
Maybe all this modern technology really is a waste after all. The folks at the Mapp Cloud marketing platform are excited that their latest enhancement is – be sure you’re sitting down – direct mail! But why, you ask? “Direct mail can be used for a wide range of applications,” asserts Mapp, and follows with a handy list. Who knew?
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.