Have you been debating whether marketing operations should be centralized or decentralized? Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized. More here on most- and least-used capabilities and most common weaknesses. Is “marops” a thing? “Markops” would be cooler, since it sounds like “marketing cops”.
Not a bad idea…it’s just that people are so overwhelmed by persistent privacy threats, data breaches, and being at the mercy of companies so enormous its nearly impossible to enact enough regulation or penalty to effect change. We might benefit more from top down advice from the FTC and swift action.
There’s an entire genre of survey reports that compare how businesses and consumers see the same things. This one from West Monroe finds a typical disconnect, concluding that consumers care more about simplicity and less about personalization, recommendations, and new products than companies think they do. Privacy and security are the most common new digital investment (41%), edging out customer experience enhancement and customer data, both at 37%.
Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.