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Nice you turned off location tracking, but…your friends & even strangers, provide a big reveal

April 19, 2022
A new research study has shown that even without location data tracking, your mobility patterns and even your future location plans can be deduced with great accuracy. The researchers from the University of Rochester analyzed three location data sets and one call data set to see what could be predicted. They found that information on people socially tied to you can provide up to 95% of what’s needed to predict your mobility – and strangers can provide as much as 85% - yikes!
CDPI Privacy Newsletter

Children’s Privacy: TickTalk Tech agrees to terms to provide parents clear, transparent info on kid data it collects

April 19, 2022
TickTalk Tech has come to an agreement with the US BBB’s Children’s Advertising Review Unit (CARU), which works with brands to gain self-regulatory compliance. The smartwatch company, which had been found in violation of CARU standards for its privacy policy, has now agreed to: 1) clearly disclose data collection practices, 2) ensure the privacy policy is not hidden, 3) explain data retention and deletion practices, and 4) obtain verifiable consent from parents before collecting kids’ data. That’s good practice for any responsible, privacy-forward company to adhere to – and even... Read More >
CDPI Privacy Newsletter

Apple ATT Will Cost Meta $12.8 Billion in Revenue in 2022: Lotame Study

April 18, 2022
Apple’s App Tracking Transparency (ATT) rule, which requires users to opt-in before an app can track them, will reduce Meta (Facebook’s parent) revenues by $12.8 billion in 2022, according to this Lotame estimate. The figure is higher than Lotame originally estimated, and assumes a 65% opt-out rate. In fact, according to this Adjust study, the opt-out rate is actually closer to 75% and even higher for social media companies like Meta.
CDPI Newsletter

Out-of-Home Ads Offer Alternatives to Digital Ad Fatigue: Onescreen.ai Survey

April 18, 2022
The IAB pegs out-of-home (OOH) advertising around $6 billion with a 21.7% growth rate.  But this survey from OOH marketplace provider OneScreen.ai takes a brighter view: they report that diminishing returns have 97% of marketers are looking for alternatives to digital, and 92% plan to increase OOH budgets.  They earn points for creativity by describing radio and podcasts as “audio out-of-home”.
CDPI Newsletter

Product Quality and Price Beat Personalization as Loyalty Drivers: Sitecore Report

April 15, 2022
Another story we keep telling is that customers really aren’t that interested in personalization.  This survey for Sitecore by The Lacek Group finds that product quality (65%), money-saving offers (60%), and loyalty rewards (55%) are the biggest drivers of customer loyalty, while unique personal experiences (31%) and personalized communications (27%) are least important.  Customer service (52%), privacy protection (45%), and brand values (36%) fall somewhere in between.
CDPI Newsletter

Targeting Is More Important Than Personalization: Nielsen Report

April 14, 2022
It’s all surveys today, Dear Reader.  First, this Nielsen study finds that marketers rate audience targeting and creative as more important for campaign success than personalization or journey-based messaging.   Most believe that effective targeting requires behaviors as well as contextual data.  Lots more here on channel growth and effectiveness, ROI measurement, marketing objectives, and related topics.
CDPI Newsletter

Marketers Want Zero Party Data But Unsure How To Use It: Forrester Survey

April 14, 2022
Targeting data is threatened by new privacy constraints, so 99% of marketers are working to replace it, says this Forrester study for data verification vendor SheerID. Most (85%) see “zero party” data (data that customers share voluntarily, such as survey responses) as critical for effective personalized experiences, but 36% worry that customer answers are not always accurate.  Adding to the challenge: 42% of marketers have access to zero-party data but don’t know how to use it effectively.
CDPI Newsletter