The importance of data protection passes no-one by in this technology-driven age, but given the contradictions and confusion surrounding new European data laws, marketers would be forgiven for complaining that they don’t know where they stand.
It’s the sexy side of data that gets marketers’ pulses racing, but whether that means personalisation or predictive analytics, it is only possible if a brand gets the basics right with a focus on data quality and preparation. Yet 92% of businesses believe their data contains inaccuracies.
It’s no secret that the most common marketing attribution models are reaching the end of their shelf-life. They are easy to use and implement, but ‘first click’ and ‘last click’ are seen as over-simplistic in a world where shopper journeys are increasingly complex.