When Dentsu asked CMOs to name their biggest problem, budget headed the list while technology and measurement came in last. But the answers were different relating to innovation, where technology implementation ranked as the top challenge. You won’t be surprised that CMOs are optimistic about generative AI; you might be surprised that just 6% worry it will have negative consequences, compared with 32% of consumers.
This very interesting Salesforce survey of IT leaders reports that just 22% deploy purchased applications without customization, compared with 65% who customize apps before deployment and 49% who develop apps internally. Other tidbits: the average number of apps in an enterprise grew from 843 in 2021 to 1,061 in 2023, a 25% increase; during that period, the percentage of integrated apps has remained steady at 29%; and 46% of enterprises have a composable design strategy and 43% plan to add one in the next 18 months.
Google has begun its roll out of privacy-focused API’s with the goal of phasing out third-party cookies by Q3 2024. Google intends to enable APIs for around 35% of browsers now and will scale to 60% over the next month. Shipping these APIs is a major step toward Google’s goal of phasing out third-party cookies entirely.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.