New Study: 71% of Marketers and 64% of Agencies Turn to Data Collaboration Platforms as Data Landscape Evolves
October 02 2024 - 9:00AM
Lotame, the global technology company that makes customer data
smarter, faster, and easier to use for digital marketers, today
announced the release of, “The State of Data Collaboration: A
Global Perspective” fielded by Cint. The report surveyed 1,200+
marketers and agency professionals across North America, the UK,
Mexico, Brazil, Singapore, and Australia to assess how they are
adapting to the evolving data landscape. It highlights the
increasing reliance on data collaboration platforms, the impact of
artificial intelligence, and new technologies to combat the growing
addressability gap.
Despite persistent challenges in unifying, managing, and
activating digital marketing data, there is a noticeable trend
towards adopting collaborative and flexible data technologies to
overcome these hurdles. The report highlights the importance of
data collaboration platforms, with 71% of marketers and 64% of
agencies already using them, and further adoption expected. These
platforms offer several advantages, including audience targeting
(the top benefit reported at 44%), enhanced personalization (42%)
and expanded reach (41%) following closely.
“The landscape is undergoing yet another significant
transformation, as marketers continue to recognize the blockers to
engaging prospects amid an addressability gap,” says Andy Monfried,
CEO of Lotame. “Orchestrating and activating data remains a major
struggle for marketers and agencies, both inside and outside their
organizations. However, they are finally overcoming this barrier
through a combination of technology and shift in mindset. Rather
than becoming mini walled gardens, marketers and agencies are
realizing that a rising tide lifts all boats and are embracing a
collaborative approach to data — enabled by data collaboration
platforms.”
Additional key findings from the report include:
- Data challenges are ubiquitous, with 98% of
marketers and agencies citing some form of barrier, such as finding
quality partners and limitations of first-party data.
- Programmatic spending showed a continued
decline, with 55% of marketers anticipating a reduction as a result
of budget allocations.
- Technological investments are set to surge,
with 62% of marketers and agencies planning to adopt data
collaboration platforms in the next 6 months to a year.
- When it comes to enhancing first-party data,
61% of agencies are tapping data enrichment while 52% of marketers
are leaning into AI.
“This research offers a deeper view of how marketers and
agencies are navigating the current advertising challenges,” says
Laura Manning, SVP, Measurement at Cint. “The findings reveal a
range of strategies being adopted, from addressing limitations in
first-party data to exploring new technologies like data
collaboration platforms. As the industry continues to evolve, we
see a growing emphasis on innovative solutions to enhance audience
targeting, personalization, and overall data orchestration and
activation — all of which ultimately benefits the end
consumer.”
See the full “The State of Data Collaboration: A Global
Perspective” report here.
About LotameLotame is a technology company that
makes customer data smarter, faster, and easier to use for digital
marketers. Our end-to-end data collaboration platform empowers
marketers, agencies, and media owners to access, analyze, and
activate the data they need to understand and engage consumers. Our
proven commitment to industry interoperability, connectivity, and
privacy help drive successful business outcomes for companies on
their terms. Lotame is headquartered in the United States and
serves global clients in North America, Latin America, Europe,
Middle East, Africa, and Asia Pacific.
Lotame and related logos are registered trademarks or trademarks
owned by Lotame Solutions, Inc. in the U.S. and/or other countries.
All Rights Reserved.
About CintCint is a pioneer in Research
Technology (ResTech). Our platform, The Cint Exchange, is the
world’s largest sample marketplace for digital market research. Our
customers use the Cint Exchange to post survey questions and get
answers from over 335 million people across 130 countries who have
consented to share their opinions, motivations, and behaviors for
incentives. They then use these answers to build business
strategies, confidentially publish research, accurately measure the
impact of digital advertising, and so much more. Essentially, we
are feeding the world’s curiosity.
Cint Group AB (publ), listed on Nasdaq Stockholm (STO: CINT),
has a global workforce of over 1000. Cint has offices in Stockholm,
London, New York, New Orleans, Singapore, Gurgaon, and Sydney,
among other locations.
Contact: Geanna Diaz
Lotame@modop.com
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