How accurate is that third party data you’re so worried about losing? This study by several academics applied three tests to data accuracy and found profiles more accurate than random guesses, but not by much – and probably not enough to compensate for the higher ad costs charged for such data.
It’s a mixed bag today, Dear Reader. Let’s start with Salesforce, which has launched a new Web content management system, straightforwardly named Salesforce CMS. Claims to fame include drag-and-drop content creation and ability to deliver the content to any vendor’s system via API calls. The cool kids call that “headless”.
Rokt is yet another company that delivers personalized content, in its case by recommending next best offers on ecommerce Web sites. They haven’t bought anything or been bought, but they did raise a $48 million Series C to help grow by themselves. Total funding is now $82 million.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.