Demographic data is losing its value as consumers become more unpredictable

Global pressures have made consumers more uncertain and unpredictable, finds a new survey conducted by Twilio, the customer engagement platform.

As a result, 48% of marketers are now questioning the value of traditional customer segmentation through demographic data. Instead, they are placing renewed importance on real-time personalisation (71%), and seek more budget flexibility in where and what they’re investing in (65%).

The survey of 300 UK marketing decision...

6 July 2023 | Big Data

The cookie rental market is collapsing: Get your house in order with first-party data

A plate of chocolate chip cookies.

The marketing landscape is undergoing a profound transformation propelled by two significant forces: the collapse of the third-party cookie rental market and the dynamic realm of data privacy. This generational shift demands that marketers abandon reliance on traditional customer identification, retention and acquisition methods. Instead, they face the urgent task of swiftly constructing a robust foundation of first-party data. This is vital to ensuring they continue to deliver meaningful...

4 July 2023 | Best Practice

Gen Z exposed as the worst data hoarders

Ones and zeros representing data.

Veritas Technologies, the leader in secure multi-cloud data management, today released results from a survey “In the Cloud, Out of Mind”, revealing the environmentally aware Generation Z is not necessarily conscious of how their personal digital footprint from online accounts and applications is negatively impacting the environment.

Over half of data stored in predominantly fossil-fueled data centres by businesses is waste data. Unwittingly contributing to this are the 63% of...

12 May 2023 | Big Data

70% of UK consumers hide their personal data when online 

While many online advertisers are preparing for Google’s 2024 third-party cookie switch off, a new study from Nano Interactive reveals the rise of private browsing is already significantly impacting advertisers’ ability to target users online.  

The Tipping Point report, which surveyed 2,000 UK consumers to understand their online privacy habits, reveals 70% are accessing the internet in ways which mask their personal information on a weekly basis, such as browsing in...

9 May 2023 | Big Data

Authentic Brands Group partners with Amperity to supercharge their customer data

Amperity, the leading enterprise customer data platform (CDP) for consumer brands, and Authentic Brands Group (Authentic), a global brand development, marketing, entertainment, and digital platform, has announced a partnership whereby Amperity will become  Authentic’s cornerstone partner for data management strategy, helping to unify in-store and digital experiences for consumers across its portfolio of brands.

With a vast roster of more than 40 iconic and world-renowned...

20 April 2023 | Big Data

Salesloft unveils generative AI capability to boost seller productivity  

Salesloft, a provider of a sales engagement platform, has introduced a range of new capabilities and enhancements, including AI generative text, designed to unlock seller productivity, help customers scale their global revenue organisations, and drive increased revenue outcomes.

The company also claims to be the first and only revenue workflow provider to offer multi-language support in French, German, and Spanish across its entire platform.

New capabilities...

13 April 2023 | Automation

Consumers abandon firms that waste energy storing data 

A power plant.

Almost half of consumers (44%) in the UK think it’s the responsibility of the organisations that store their information online to delete it when it’s no longer needed. This is according to new research from Veritas Technologies, the leader in secure multi-cloud data management.  

And these consumers are prepared to vote with their feet if businesses don’t cut back on data-related pollution: 42% said they would stop buying from a company if they knew it was...

4 April 2023 | Best Practice

Qudo democratises data-powered marketing with ‘freemium’ research platform 

New entrant to the burgeoning martech sector, Qudo, has launched its flagship Software-as-a-Service (SaaS) platform.

Through its unique data-driven approach, Qudo unlocks consumer insights for marketers in a cost-effective way, alleviating the impact of data protection regulations and browser cookie controls in the process. 

Its launch signals an important step in the democratisation of data-powered marketing, according to Qudo. While, historically, such...

27 March 2023 | Campaigns

MillerKnoll selects Amperity to accelerate first-party data strategy

data

Amperity, the leading enterprise customer data platform (CDP) for consumer brands, today announced MillerKnoll has selected Amperity to maximise the value of its omnichannel data through the delivery of relevant, personalised customer experiences.

With Amperity, MillerKnoll will be able to leverage its customer data to reach more consumers, while enriching advertising campaigns through insights on cross-channel behaviour, data science scores and content...

22 March 2023 | Best Practice

Businesses are losing customers due to disjointed digitisation

Digitisation efforts begun in the pandemic must now be reconciled in light of today’s customer needs, according to the findings of research released by customer engagement platform Twilio.

The study has uncovered how businesses’ digital acceleration in 2020 has led to a wealth of channels that now need to be consolidated into nuanced, personalised customer engagement strategies in response to today’s consumer needs. With customer retention a crucial metric amid economic...

20 March 2023 | Best Practice