Audience data vendor Viant has extended its existing partnership with retail sales data aggregator IRI to help consumer packaged goods advertisers optimize their online advertising programs. The new offering, Sales Tactic Optimization, uses Viant individual-level data to show performance by audience segment. The reports come weekly, a pace that’s glacial by digital standards but fast for in-store purchase data.
Corporate IT departments manage 49% of Customer Data Platforms, according to a survey by The Relevancy Group. Responsibility is often shared: 69% of respondents said marketing IT is involved, 54% said marketing operations is involved and 31% said online marketing operations is involved. Much other interesting data in the survey, which is part of Relevancy’s CDP Buyer’s Guide. List price is $2,495 but you can get a free copy from RedPoint Global or Tealium. The report profiles a half-dozen CDP vendors; many others balked at paying Relevancy’s fee for inclusion.
Jamie also shares this Digitas report that smart speakers threaten brand loyalty because people tend to buy the first item offered – as often as 85% of the time, in fact. True to stereotype, Millennials are twice as likely as older folks to buy the first item offered even if it’s not the brand they requested. One ray of hope: more smart speakers are coming with screens attached and 78% of buyers said they’d use them to find more purchase options.
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.