More than half of data decision-makers said they're less confident about the data they receive from social platforms, an IAB survey found.
Meta is shutting down CrowdTangle, a data insights tool often used by academics, researchers and journalists to track conspiracy theories and viral content on Facebook and Instagram. CrowdTangle CEO
Brandon Silverman criticized Meta's decision on Thursday, writing in a blog post that shutting down the tool so close to the U.S. Presidential election was "incredibly irresponsible," adding that he
hopes the tool's legacy will "inspire a permanent set of regulations that make real-time access to public data a legal requirement and an ongoing part of how we manage the internet responsibly &
collaboratively."
Spending is set to grow 25% from this year to $33.8 billion by 2027 in the United States.
The study examines the value consumers would want in exchange for not having free access to the internet, websites and apps - with compensation for giving up the convenience averaging $37,619 - and
what it would be worth if they had to start paying for the content they now use for free. The data shows consumers would pay on average $164 per month to continue using currently free websites and
apps.
Mordy Oberstein, head of the SEO brand at Israeli software company Wix, shared data on social media platforms that had him "literally shaking." Oberstein found misinformation, decay and hatred -- not
only in the U.S., but worldwide.
A study shows about half of U.S. advertisers surveyed would not know an ad ran next to unsuitable or unsafe content until a day or more later, according to research from Advertiser Perceptions and
Claravine.
Forty-two percent of people ages 18 to 34 have switched companies or providers over data policies.
X Corp. (formerly Twitter) late Monday followed through on its threat to sue the nonprofit Center for Countering Digital Hate over reports about objectionable speech on the platform.
The MosaicML research team is expected to join Databricks when the transaction closes, and its technology will be integrated with Databricks' Lakehouse platform.
The Platform Accountability and Transparency Act would require large social platforms to share ad libraries, statistics about content moderation, and other data with researchers.
The portion of marketers in the U.K. who cited challenges communicating with colleagues has grown from 26% last year to 33% this year.
About two-thirds of CMOs say the volume of data available to them has become increasingly overwhelming, with 33% citing the rising numbers of channels and platforms.
The increasingly fragmented streaming environment has accelerated an already serious problem.
CMOs have a variety of ways to obtain data that
guide their decision-making, though many are frustrated with the lack of tools to gain insights, the CMO Council and market researcher GfK
found in a global survey of marketing leaders. Among the data that help marketers
to improve key performance indicators (KPIs), media metrics were ranked as the most significant. About two-thirds (67%) of marketing leaders worldwide said content response and conversion data are
helpful, and 64% said ad performance metrics were helpful. “Content response can lead to customer conversion, acquisition and repeat purchases,” according to the report.
“Getting the right content to the right person at the right time can build toward a shortlist, a call to a sales rep or even an ecommerce transaction. Content response is a marketing KPI that
moves the revenue needle.” Only 39% of respondents said their social media following was a significant data point, and a mere 36% considered customer lifetime value (CLV) important for
measuring performance. CLV metrics aim to quantify how much money customers will spend on a brand during their lifetime. Marketers say they face a variety of hurdles in obtaining useful data.
Almost three quarters (73%) of survey respondents bemoaned insufficient marketing technology as a barrier, while 60% said lack of data management processes were concerning. “The
challenge is choosing the right solution from a sea of options,” according to the report. “The 2022 martech landscape is nearing 10,000 solutions and data marketers are overwhelmed with
vendor pitches.”
The way companies handle people's data has significant implications for brand value and trust.
Data-Centric approaches to marketing work best when all areas of a marketing organization understand the principles and tools for using data. As Empower's Brett Mowry outlines, data maturity often
means moving companies away from "centers of excellence" and towards a more democratized structure where all marketers work more collaboratively and holistically with a common understanding about
leveraging a CDP, managing 3rd party data and mapping customer journeys.
Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany
Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of
marketing, internal organization and event onboarding customers.
As regulation and data deprecation across browsers and operating systems moves the ad ecosystem beyond third party cookies, having a first-party data strategy becomes critical. Corey shares best
practices and strategies around sourcing first-party data, leveraging publisher relationships for amplification and the ways in which high quality data can be best applied to cusytomer journey
mapping. The future of of government and industry policies for data remain unclear; marketers need a future-proofed strategy.
What does "personalization at scale" really mean - not just for customer interactions but for data and media strategy and even company culture? Walgreens Jennie Peelle, shares the lessons learned as
the brand moves towards personalized interactions at every touchpoint. It means changing the way you gather and use data and lean into advanced predictive modeling. It changes how you target and plan
paid media for customer acquisition vs. retention. It reworks KPIs towards customer-level measurement and away from mere sales goals. It takes more than mere shifts in tech and technique. It's a
culture thing.
Podcasts and video are on the rise, and supplier websites are deemed the most valuable information sources, TREW Marketing and GlobalSpec report.
Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of
the report.
Most B2B sales and marketing execs said the mass shift to remote work has disrupted their ability to effectively identify and reach buyers.
Cybercriminals have used the Telegram Messenger app for years, as they look to buy, sell and share stolen data. One report suggests that this messaging app has recently become an alternative to the
dark web.
A study of the impact of ownership and control of consumer-generated data shows advertisers can be harmed by limited sharing of information. Giving consumers rights over their own data can improve
outcomes.
Mozilla is taking a slightly different privacy approach from Apple, Google, and Microsoft and on Friday launched a data-sharing platform and plugin. The company claims it's the first in the browser
space.