Data clean rooms are hot right now, but CDPs remain critical to marketing

Major changes to consumer tracking and consent-first policies have led to the degradation of the third-party ecosystem that has powered media buying for two decades.

In fact, 64% of advertisers recently shared that Apple ATT, which requires user permission to track their behaviours, is hurting their results. Now is the time for brands to run, not walk, toward first- and second-party data strategies. This will be key to uncovering valuable and useful insights.

This helps...

15 March 2023 | Advertising

Two thirds of marketers plan to prioritise full-funnel media planning in 2023

More than eight in ten (85%) are adjusting marketing strategies to prepare for a recession. Amidst mounting pressure to improve ROI, marketers are focusing on reducing unnecessary spend (71%), consolidating marketing efforts (68%), and bringing tech/services back in-house (67%).

This is according to a study of 260 global marketing decision makers by the DAC Group.

Mike Fantis, managing partner at DAC Group London, said: “Brands recognise they need to tighten their...

24 February 2023 | Advertising Technology

23% of Gen Z avoid Google Home, Alexa and other Bluetooth devices

A Google Home device on a kitchen worktop.

Almost a quarter (23%) of Gen Zs avoid technology like Google Home, Alexa and other Bluetooth devices because of privacy concerns and only 35% want to see it in their homes.

This is according to a survey of 2,500 Gen Zs conducted by The Property Marketing Strategists. However, Gen Zs answers to other questions point the way to the future, suggesting that where they perceive a clear benefit and few downsides, they are ready to embrace the latest tech. 57%, for example, would...

6 December 2022 | Big Data

16 million Brits give false data about themselves to brands

A boy wearing a false moustache.

One in four (25%) Brits intentionally give false data about themselves to brands, posing a serious risk to marketers planning to collect data amidst the Black Friday sales. 

That is according to a survey of 2,000 UK consumers commissioned by enterprise customer data platform, Treasure Data, which also found that a significant proportion (34%) will not use their primary email address when signing up to brand communications.

As marketers arm themselves with deals and...

2 December 2022 | Big Data

Marketing analytics are only influencing 53% of decisions

Marketing analytics are responsible for influencing just over half (53%) of marketing decisions, according to a survey by Gartner.

In May and June 2022, Gartner surveyed 377 users of marketing analytics to explore the role of marketing analytics in decision making.

Joseph Enever, senior director analyst in the Gartner Marketing practice, said: “CMOs often believe that achieving marketing data integration goals will lead to greater influence and increased value of...

26 September 2022 | Big Data

Respecting data dignity: why CMOs should care about how they use data

data

‘Data Dignity’ might sound like yet another buzz-phrase, but the simple reality is that it represents a tidal wave of digital change that will fundamentally alter the way that enterprises can operate from a data perspective.

This should not just be on the radar of all CMOs, but the trigger for a sea change in attitudes towards data, as well as a reassessment of the opportunities it brings. 

The initial stage is set, with consumer awareness of privacy at an all time...

23 September 2022 | Best Practice

David Shadpour, Social Native: Why brands should focus on authentic content creation

Social Native's founder and CEO urges brands around the world to build an army of creators, and embrace user generated content.

For anyone who doesn’t know about Social Native, what's the company all about?

The name itself, Social Native, has some depth to it. In the early print days, you'd hire a big agency, they would do a photo shoot and they'd print it for you and put it in a magazine. 

Then television came out and you had to do sight and sound. You hire a big...

15 September 2022 | Advertising

CMOs are drowning in data and distracted from consumer behaviour

Ones and zeros representing data.

A third of CMOs (33%) are more focused on the impact of rising number of channels and platforms than increasingly complicated consumer behaviour (17%), according to new research from integrated marketing data platform Adverity.

Findings also suggest that related growth in data volumes may be a significant cause behind this imbalance of priorities.

Titled 'Recession, Resilience, & Marketing Data: What’s shaping the CMO’s roadmap?', the report surveyed 300 CMOs...

8 September 2022 | Big Data

87% of B2B companies fail to unlock full value of buyer intent data

A selection of keys.

As many as 82% of B2B companies continue to find lead generation a challenge, with enterprises of more than 250 employees more likely to describe it as a “large challenge” than SMEs.

This is according to a survey of US and UK senior marketing and sales professionals, commissioned by website tracking software firm, Leadfeeder.

Lead generation is often considered to be the critical driver of growth for B2B businesses and the first step in building a meaningful...

25 July 2022 | Big Data

Shocking loyalty statistics that will make you rethink your marketing strategy

A graph displayed on a laptop.

Whether due to the rise of e-commerce, the disruptions of the pandemic or other factors specific to a given industry, the old patterns of consumer behaviour no longer hold true in the current marketplace. According to Cheetah Digital's recently published 2022 Digital Consumer Trends Index, even the 76% of UK consumers who define themselves as loyal to certain brands say they’d still buy from competitors if it was cheaper or more convenient to do so. In this article, we take a look at the...

18 July 2022 | Big Data