This Ascend2 report on data-driven marketing holds some surprises. Personalization (46%) turns out rank behind customer experience (58%) as the most important trend for the next year, while predictive analytics (28%) is ranks lower than improved data integration (33%). AI and machine learning are dead last at 10%.
How big are the ecommerce and retail media pies? GroupM estimates retail media at $101 billion for 2022, or 11% of global ad revenue, and ecommerce at 19% of all retail sales. Amazon actually ranks second to Alibaba in total ecommerce revenue, and only three of the top ten ecommerce companies are based in the US.
Here’s another unexpected result: Demandbase finds that just 23% of B2B marketers see free trials as their most important tool for attracting new customers, ranking far behind interactive features including product tours (46%), interactive demos (45%) and online calculators (43%). You may or may not be surprised that missing (59%) and dirty (56%) data are the biggest data challenges while disconnected sources are cited by just 40%.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.