News

Openprise Survey: 47% of B2B Marketers Use Only Manual Updates to Clean Data

March 22, 2017
Let’s stick with a customer data theme here. A survey from B2B data management vendor Openprise provides hard-to-come-by data on market share among data providers (Zoominfo, InfoUSA and Data.com head the list).  It also shows that 47% of B2B marketers only use manual updates to clean their data.  Sad.  Missing contacts at target companies and missing field values are the biggest complaints about purchased data. Lots of other interesting info.
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Adobe Adds Experience Cloud Label to Marketing, Advertising, and Analytics Clouds

March 21, 2017
Adobe made a slew of announcements at its Summit 2017 conference, including a “Experience Cloud” as a master label for its Marketing, Advertising, and Analytics Clouds. Not much talk of direct integration among those components, though.  Adobe did discuss connecting them to its Sensei artificial intelligence platform and Creative Cloud. There was one bit of data-related news: Adobe is working with several other vendors to create a standard marketing data model.  This would simplify future integrations.
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OnBrand Survey: 65% of Marketers Don’t Plan to Invest in Advanced Tech This Year

March 20, 2017
Enough about agencies. Here’s a nice survey about what marketers are up to. OnBrand Magazine surveyed 562 global brand managers and found their biggest challenges are proving ROI (34%) and collaboration between departments (14%); identifying necessary technology came in dead last at 2%, even behind “other”. Although 43% consider themselves early adopters of technology, just 35% planned to actually invest in 360 degree video, virtual reality, chatbots, or other advanced technologies this year. Hmm.
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