{"id":8072,"date":"2024-07-03T16:59:26","date_gmt":"2024-07-03T16:59:26","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/61-of-marketers-still-relying-on-third-party-data\/"},"modified":"2024-07-03T16:59:26","modified_gmt":"2024-07-03T16:59:26","slug":"61-of-marketers-still-relying-on-third-party-data","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/61-of-marketers-still-relying-on-third-party-data\/","title":{"rendered":"61% of marketers still relying on third-party data"},"content":{"rendered":"


\n<\/p>\n

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Some 61% of digital marketers are still using third-party data, according to Salesforce\u2019s latest State of Marketing Report. It also found problems with data activation, personalization and AI optimization.<\/p>\n

Although the percentage of marketers using third-party data is down from 75% in 2022, this illustrates a problem with finding reliable information. The top three data sources, used by 84% of marketers, are customer insight, first-party and transactional data.\u00a0<\/p>\n

While connecting customer data for personalized experiences has always been a challenge, the phase-out of third-party cookies and the rise of AI are making it more important and more difficult for businesses to navigate this complex customer journey landscape. Only 31% of marketers are fully satisfied with their ability to unify customer data sources.<\/p>\n

Activation bottlenecks<\/h2>\n

Having the data isn\u2019t enough and marketers find leveraging it effectively remains a hurdle. A mere 48% of marketers track a crucial metric: Customer Lifetime Value (CLV). Furthermore, 59% lack real-time data for critical tasks and still rely on potentially outdated information or intuition. Even with access to live data, activation is a bottleneck. While 52% claim real-time data is available for campaigns, 59% need IT assistance to utilize it. This suggests a potential lack of readily accessible data tools or a skills gap hindering its effective use.<\/p>\n

\"Screenshot\"Screenshot
Image from Salesforce\u2019s State of Marketing Report, Ninth edition<\/em><\/figcaption><\/figure>\n

What constitutes a \u201cpersonalized experience\u201d is still a work in progress. Only 32% of marketers are completely satisfied with how they use customer data to create relevant experiences. Some 43% of those surveyed use a fragmented approach to personalization \u2014 having an understanding of customer needs at certain stages and leveraging mass messaging at others.<\/p>\n

Dig deeper: Alternatives to\u00a0third-party\u00a0cookies: The state of play<\/a><\/strong><\/em><\/p>\n

Marketers are eager to harness the power of AI, with 32% already using it and 43% experimenting. However, security and customer trust are major concerns as adoption grows. The allure of AI\u2019s benefits is undeniable, with 88% of marketers worried about missing out. But especially for executives, the fear is real: can they embrace AI without compromising data security or jobs? CMOs are particularly worried about data exposure (41%) compared to 29% of VPs and 32% of team leads.<\/p>\n

Methodology<\/h2>\n\n\n

The report<\/a> (registration required) <\/em>is based on a double-anonymous survey conducted from February 5 to March 12, 2024. The survey generated 4,850 responses from marketing decision-makers across North America, Latin America, Asia-Pacific and Europe.<\/p>\n

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\"2024\"2024<\/a><\/figure>\n<\/div>\n

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Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"

Some 61% of digital marketers are still using third-party data, according to Salesforce\u2019s latest State of Marketing Report. It also found problems with data activation, personalization and AI optimization. Although the percentage of marketers using third-party data is down from 75% in 2022, this illustrates a problem with finding reliable information. The top three data […]<\/p>","protected":false},"author":3,"featured_media":7499,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\n61% of marketers still relying on third-party data - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/61-of-marketers-still-relying-on-third-party-data\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"61% of marketers still relying on third-party data\" \/>\n<meta property=\"og:description\" content=\"Some 61% of digital marketers are still using third-party data, according to Salesforce\u2019s latest State of Marketing Report. 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