Good morning marketers, is your team staying ahead of the technology curve this year?
In a recent study, 88% of CMO consultants said that keeping up with new technological advancements will be difficult – with 10% claiming it will be “very” difficult.
Following resource constraints and organizational inertia, the group of more than 50 C-level marketing consultants who serve in fractional and part-time CMO roles, ranked “technical acumen” as the third biggest challenge of deploying digital marketing strategies. While the survey represents a relatively small pool, it underscores a common challenge: CMOs are taking on more responsibilities than ever, all while playing catch-up with the technology available.
Now that third-party cookies are one foot out the door, many are questioning what marketing will look like in a post-cookie world. More specifically, what’s going to happen to attribution? And what current (or future) methodologies will take their place? To better understand the challenge of attribution going forward, we asked a range of marketing and martech executives to comment on cookie replacement solutions and alternatives. Their reactions and responses cluster around three big themes: the importance of first-party data and customer engagement, identity resolution as a successor to cookies, and developing a more sophisticated, holistic approach to measurement.
Don’t forget there’s more below, including a Soapbox feature on the state of tracking and data privacy.
P.s. Going to SMX West in San Jose this week? I’ll be there too. Make sure to snag a pass (if you haven’t already) and come say hi!
Taylor Peterson,
Deputy Editor
