34% of CMOs do not trust their marketing data

A park bench with the word 'trsut' engraved on its side.

More than a third of CMOs do not trust their marketing data, according to research from marketing data analytics platform, Adverity. 

Additionally, there is a growing divide between data analysts and marketers when it comes to trusting their data. 

Almost a third of marketers don’t trust the data they are given to inform campaigns. A number that rises to 41% among their data analyst colleagues - posing a new challenge for the C-suite charged with driving...

More than half of UK marketers expect 10-25% revenue drop from cookie deprecation

A plate of chocolate chip cookies.

Two fifths (42%) of marketers say the loss of cookies will decrease revenue and over half of these (57%) expect a drop of 10-25%. 

This is according to a study by data management firm Lotame. The company surveyed 200 UK senior decision-makers in digital media and marketing to evaluate identity solution adoption amid the flurry of data privacy changes reshaping the open web. Respondents were polled in September 2021, after Google revealed another delay to deprecating...

Taking back responsibility for data

A graph displayed on a laptop.

It is an obvious statement to say that the more information brands hold about their customers, and the higher the quality of that information, the more accurate and relevant the marketing of products and services can be.

In today’s digital world, it’s a safe bet that much of the customer insights utilised by marketers comes from third party cookies. This has always, however, been somewhat of a scattergun approach as the science behind cookies is not very...

How marketers can overcome data privacy challenges as Google and Apple increase consumer protection

A gate with a sign that reads 'private'.

Consumers care about data privacy. In 2021, they know more about how their data is collected, stored, and shared, and they want more control. This presents a unique set of challenges for marketers because data collection has become so closely tied to the modern consumer experience. Would we have witnessed the same exponential growth in e-commerce without personalised advertisements and targeted promotions? Likely not, because consumers and marketers alike have become dependent on...

Creating a data ecosystem built on consumer trust

A child playing with Lego.

It’s time to build an ecosystem that is rooted in consumer trust and puts the consumer first, says Tim Geenen, managing director, Addressability Europe at LiveRamp.

The increased scrutiny on third-party cookies, mobile device IDs, and IP addresses has made it increasingly difficult for advertisers to continue delivering meaningful experiences to consumers. As a result, publishers and advertisers alike have been finding ways to personalise the consumer journey without the need...

Majority of consumers feel positively about personalised advertising

Adverts and bright signs in Times Square, New York.

58% consumers in the UK and US feel positively about receiving a hyper-personalised online ad.

This is according to research from Iterable, a cross-channel marketing platform, which surveyed 1,500 consumers.

The survey crossed two regions with very different data regulations. The UK, and Europe more broadly, has been proactive on data privacy. The Data Protection Act 2018 brought in the European Union General Data Protection Regulation (otherwise known as GDPR), imposing...

Cannabis marketing platform Surfside raises £2.9 million

Someone weighing cannabis.

Surfside, an end-to-end marketing platform that turns first party customer data into personalised marketing for the cannabis industry, has raised $4 million (£2.9m) in Seed funding. 

Casa Verde led the round and Karan Wadhera, the firm's managing partner, will join Surfside's board of directors.

Surfside launched at the beginning of 2019 to help cannabis brands and dispensaries reach customers by delivering advertisements across connected devices. The technology is...

Digital marketers among most in demand freelancers

A for hire sign.

Technology, digital marketing and design workers have been the freelancers most in demand in the past 12 months.

This is according to a study by online jobs marketplace PeoplePerHour, which analysed data from 15,000 freelancers in the timeframe. Results showed that the most in demand freelancing jobs are in technology, digital marketing, and design with an increase in projects for freelancers with strong marketing, technical skills or programming...

The antidote for an acute case of martech bloat

Marketing budgets are bouncing back to pre-Covid levels after what has been a tough year. But how marketers decide to invest that money has changed, with more resources being redirected to digital-first strategies. For example, the retailer Next recently announced it will now prioritise online marketing, stopping all other forms of marketing and promotion of its physical stores. As they change tack, marketers are expected to expand their investment in martech tools to support their digital...

How MACH can transform the digital customer experience: A guide

There is no doubt that the global Covid-19 pandemic has accelerated digital adoption. For many companies, this move was one they were, understandably, unprepared for. And even for some of those businesses who were already operating online, their technology was either not sufficient enough to adapt at speed, or too general to meet the rapidly changing needs of their customers.

Even post-pandemic, consumer needs are continually evolving, with people shopping on mobile devices, on...