On the other hand, the study has identified some data management practices that show a close correlation with the success of marketing strategies. Among them, the implementation of CDPs, preparation for a cookieless future and greater adoption of machine learning have stood out. Regarding CDPs (Customer Data Platforms), it is observed, on the one hand, that those brands that are achieving success in their digital strategies have already begun to make changes to their CDPs and show differences of 39 percentage points compared to those that are not. And on the other hand, there is a disuse of DMPs. Regarding preparation for a cookieless future, it is highlighted that egypt number data the most successful marketing professionals have adopted a wide range of solutions for a cookieless future in 2023. And that those who have achieved less success are more likely (67% of them) to be advertising based on data cohorts. And finally, when it comes to adopting machine learning to boost customer insights and a scalable digital strategy, a high percentage of brands (50%) are reportedly implementing it.
is observed that regardless of their level of success in the last year, the majority of marketers believe that their companies have adopted a data-driven digital strategy. In addition, 91% of them say they are confident 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 confidence.
“As we move into a post-COVID, post-cookie world, we should expect a rapid acceleration of data-driven marketing strategies,” says Daniel Heer, founder and CEO of Zeotap. “ Right now, most marketers are in the initial phase of building a dataset from which they will gain a single view of the customer . And when they complete this initial phase next year, we expect them to begin a second phase, deploying skilled talent and pion