It’s not all unicorns and rainbows in marketing data land. Forrester reports that data lost to privacy and other constraints has created challenges across all marketing tasks for about half of the companies it surveyed. Zero-party data (surveys and such) is a promising solution, even though just 40% are using it effectively and about one-third have concerns about accuracy, privacy, and other issues.
This Winterberry Group report finds mostly what you’d expect: marketing analytics leaders have better data, more organized data quality processes, and more analytical skills. One surprise is leaders are more likely to use a mix of marketing and non-marketing analytical teams. Another is that 63% of U.S. companies say their martech stack is fully integrated with the data it needs.
There’s still some good news on the data capture front. For example, TVision second-by-second reports on TV and CTV engagement on a viewer-by-viewer basis. They recently partnered with TV ad platform Cadent to use the data to build audience segments and report on campaign results.
Salesforce’s Dreamforce mega-conference is next week and the company’s publicity elves are already working overtime. In the first of what are sure to be daily announcements this week, the company announced 100+ industry-specific prompts, data models, and AI capabilities across its fifteen industry clouds. It also launched an AI Use Case Library to house its industry-specific AI offerings.