A new study published today by the next-generation CDP (Customer Data Platform) Zeotap reveals that 99% of marketers will have managed to implement single customer view in their organizations by the end of 2022, with which unifies the digital identity of customers and their presence in the different channels and obtains their real value. Additionally, as a result of the adoption of machine learning, the next year is projected to see rapid growth in data-driven marketing practices before the demise of third-party cookies in 2023.
The Study Carried out By Zeotap
which has been embodied in the research work The Data Secrets of Successful Marketers, is based on surveys of more than 500 managers about the achievement of their objectives for 2021. As well as questions about the approach of their strategy data-driven.
Research has shown that unifying hr executives email list multiple data sources into a single view of the customer remains a challenge for many marketers. And that of the 20% of those who currently lack such a unified registry. 99% of them will have achieved it by the end of 2022. A rapid growth, which according to the work, is motivated, in part. By the elimination of cookies from third parties by Google in 2023. The removal of this key pillar for campaign personalization has meant that brands are quickly making up for it with a strong proprietary data strategy based on the single view of the customer.
The Study Has Identified Some Data Management Practices
correlation with the success of marketing strategies. Among them, he highlighted the implementation of CDPs, preparation for a future without cookies and greater adoption of machine learning. Regarding the CDPs (Customer Data Platforms) or Customer Data Platforms. That those brands are achieving success in their digital strategies. Already begun to make changes to their CDPs and present differences of 39 percentage points relative to those that don’t. And on the other, there is disuse of DMPs. As far as preparing for a future without cookies is concerned. And that those who have achieved less success are more likely (67% of them) towards advertising based on data cohorts.
Most marketers believe that their companies have adopted a data-driven digital strategy. In addition, 91% of them express confidence in their privacy practices. Although in some groups, more than 30% of them. They lacked a single view of the customer and therefore have less robust trust.