Having data isn’t all bad, of course. Demand Metric and AlignBI report that 68% of star performers have a complete or near-complete view of their customers, compared with just 18% of under performers. Trust is an even bigger differentiator: 71% of star performance trust their data compared with just 15% of under performers. Much more here on metrics, technology, staffing, and other details.
Nobody ever had too much fun, say the country song writers. But apparently they can have too much data. This Oracle study finds 91% of business leaders say their success has been limited by the growing number of data sources, and 73% say lack of trust in data has prevented them from making any decisions at all.
Here’s still more on customer data: CMO Council finds that it’s co-owned by sales and marketing at 36% of companies, while it’s in separate silos at 25%, owned by a separate function in 18%, owned primarily by marketing at 13% and by sales at 8%. Just 39% are investing in a data warehouse or CDP, although fragmented technology is the biggest obstacle to better sales-marketing alignment.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.