Marketers are betting on dataData related activities and goals are top of mind among marketers in the United States. CMOs in the country name data and analytics, personalization, improving data privacy and data-driven transformation as their leading marketing priorities. target="_blank" rel="noopener">. However, the usage of data analytics in the marketing decision-making process has decreased recently, to which one possible solution is the growing number of privacy regulations that influence how marketers can collect, acquire, and use the data for commercial purposes. The most commonly cited way in which privacy regulations impact marketing data strategies is the need to increase transparency around data use. Creating new internal standards for data collection and limiting the collection were also mentioned as top factors influencing data usage.
On top of privacy regulations, marketers now have to deal with the deprecation of cookies – the main source of third-party data on consumers and their online behavior. With the usage of cookies being eliminated, new solutions are tested and implemented to counteract the loss. One of these solutions is customer data platforms (CDPs) which are meant to be a one-stop shop for information on customers. So far, the United States is the biggest market worldwide in terms of the number of CDP solutions vendors. CDPs are considered effective in improving overall marketing effectiveness, reducing time spent preparing reports and managing customer data as well as improving operational inefficiencies. In fact, owing to the use of customer data platforms marketers have been seeing significant improvement in online sales, return on investment, engagement, and brand lift, just to name a few.