Then again, some companies can’t even protect their data from their own employees. Uber’s lax security policies led to a 2014 data breach, and has now settled with the Federal Trade Commission. It’s required to implement a comprehensive privacy program, submit to 20 years of data audits, and not misrepresent how it protects consumers’ personal data.
Attribution is a critical investment priority for nearly one-quarter of companies (23.9%) that responded to a survey by the Data & Marketing Association. Nearly two-thirds (62.5%) said it had become more important in the past year. The report also shows a continued shift in funds from offline to online marketing channels…no surprise there.
Of course, all discussions of customer data come back to Facebook, Amazon, Google, and the handful of other mega-aggregators.
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.