Category: Data Targeting & AI

Lead-to-Customer Conversion Rate

Just 1 in 3 Organizations Are Satisfied With Their Lead-to-Customer Conversion Rates. What Might Help?

While only 35% of organizations overall are satisfied or very satisfied with their lead-to-customer conversion rates, 47% of those using the highest quality data feel the same. By contrast, among organizations with very poor, poor, or neutral quality data, just 15% are satisfied with their conversion rates and none are very satisfied. Read More: marketingcharts.com

reater Investment in

Three Points About B2B Sales and Marketing Data Quality

The vast majority of respondents report that the quality of their sales and marketing data is important to their company’s overall effectiveness, sales or marketing’s effectiveness, campaign targeting, ability to execute consistent omnichannel marketing and confidence in segmentation. The investment in data quality is expected to continue in 2020, with 3 in 4 respondents reporting that they expect to increase their data quality across their company and 9 in 10 agreeing that this increased investment will lead to improved sales and marketing performance. Read More: marketingcharts.com

itudes to Privacy

2 in 3 Consumers Consider It A Risk to Give Personal Information to Companies

Expectations for data privacy reman high, with 83% of consumers agreeing that they expect companies they do business with to keep their data secure. While many brands say they have made respecting and securing personal data a priority, almost two-thirds of the consumers surveyed by Yes Marketing consider it a risk to give companies their personal information, such as their full name, email address and phone number. Read More: marketingcharts.com

aving A Strategy

Lack of Confidence in Data Governance Leads to Distrust in Data Insights

More than three-quarters of organizations consider data debt to be a problem in their business, with 40% saying that individuals within the business do not trust data insights. While 84% of organizations are concerned with hiring skilled professionals to strengthen their data management, such as analysts, data engineers and data scientists, the same share see at least one of these roles as being challenging to hire for, a problem that continues to be the thorn in the side of businesses. Read More: marketingcharts.com

Marketers Struggle To Relearn The Former DoubleClick ID

The mobile version of the former DoubleClick ID, associated with Google Play, is the Google Advertising ID. In desktop, the ID once called the DoubleClick ID will – by Q3 this year – exist only in Google’s cloud-based analytics service Ads Data Hub, where it is either called the UserID, if it’s used by a brand, or a PartnerID, if it’s used by an intermediary like an agency or data company. The former DoubleClick ID will no longer exist outside of ADH. The problems and possibilities with ADH. There are advantages that come with the lack of ID transparency in ADH. Identity data is stronger within ADH, since those IDs are attached to the deterministic Google user graph, instead of just cookies, according to one holding company data exec. Read More: adexchanger.com

pect Brands to Tell

7 in 10 Consumers Believe They Should Be Compensated for Their Personal Data

Another 70% want to be told what data is being collected, and a majority also think brands should tell them how long their data will be retained, who is storing their data and where their data is being stored. Although almost all marketing executives agree that consumers should be told something about how their data is used, fewer executives than consumers feel that customers should be told with whom their data is being shared. Read More: marketingcharts.com

Organizational Investments for Customer Identification

Three in 5 Businesses Report a High Level of Maturity in Identifying Customers Across Channels

Business executives appear to understand this, with a study from Merkle finding that the majority of marketing executives surveyed believe it’s critical or very important for their organization to understand who their customers are across all channels. There is room for improvement, as 27% report they are at a stage where although they can identify customers across channels, they are yet to tie the data from those channels together. Read More: marketingcharts.com

‘Being Privacy Compliant Isn’t as Good as Transparency, Control’

LEAKED DOCUMENTS EXPOSE THE SECRETIVE MARKET FOR YOUR WEB BROWSING DATA: Our report relies on leaked user data, contracts, and other company documents that show the sale of this data is both highly sensitive and is in many cases supposed to remain confidential between the company selling the data and the clients purchasing it. Although the tested data was more focused on social media links, which Jumpshot redacts somewhat, a 2017 study from Stanford University found it was possible to identify people from anonymous web browsing data. Read More: www.vice.com