Neustar：2022年营销人员的三个关键投资领域（EN）_16页_1mb

2022 Marketing Investment Summary

Core Content

This document outlines three key investment areas for marketers in 2022, emphasizing the need for modernization in the face of evolving data privacy regulations and technological shifts. It provides insights from industry experts and highlights the strategic importance of these technologies for maintaining competitive advantage and customer trust.

Main Investment Areas

1. Customer Data Platforms (CDPs)

• Overview: CDPs have matured significantly since their emergence in the mid-2010s. They are now a critical component of modern marketing stacks.
• Benefits:
  • Help marketers focus on first-party and zero-party data, which is more reliable and relevant.
  • Enable the development of a unified identity framework for more accurate customer segmentation and targeting.
  • Improve data quality by cleaning, validating, and enriching customer data, leading to better campaign performance and user experience.
• Challenges:
  • Many marketing organizations have not yet achieved a 360-degree view of their customers, despite deploying CDPs.
  • Requires good data to function effectively, and the technology itself is not the issue.

2. Data Clean Rooms

• Overview: Data clean rooms are emerging as a secure and privacy-compliant way for marketers to share and analyze sensitive customer data.
• Benefits:
  • Facilitate data collaboration while maintaining privacy and security.
  • Allow for performance measurement in walled gardens (e.g., Google Ads Data Hub, Facebook Advanced Analytics).
  • Help marketers stay ahead of evolving privacy regulations by fostering a privacy-compliant data governance culture.
• Challenges:
  • Smaller organizations may lack the resources or expertise to implement clean rooms effectively.
  • There is currently a lack of interoperability between different clean room platforms.

3. Consent Management Platforms (CMPs)

• Overview: CMPs are essential for managing user consent in compliance with regulations like GDPR and CCPA.
• Benefits:
  • Clarify the value exchange between brands and consumers, encouraging more meaningful data sharing.
  • Help build trust through transparency and better communication about data usage.
  • Enable the collection of richer personal data, which can improve customer targeting and engagement.
• Challenges:
  • Many existing CMPs fail to provide users with the ability to customize their consent settings.
  • There is a growing demand for more user-friendly and effective CMPs as privacy regulations become more stringent.

Key Information

• CDPs:

  • 64 vendors in the US, with global sales exceeding $2 billion.
  • Only 14% of organizations have achieved a 360-degree view of their customers.
  • A CDP is more than a data tool; it supports identity, consent, and modernization of marketing infrastructure.

• Data Clean Rooms:

  • Used for secure data collaboration, with techniques like pseudonymization and differential privacy.
  • Expected to become a standard part of martech stacks in the coming years.
  • Deloitte predicts a significant increase in adoption over the next 18–24 months.

• CMPs:

  • 55% of website consent forms fail to allow users to customize their settings.
  • Consumers are increasingly aware of data privacy and are more likely to share data with transparent brands.
  • CMPs should be seen as an ongoing engagement tool, not just a compliance checkbox.

Recommendations

• Try Before You Buy: Implement agile approaches, such as quick proofs of concept, to evaluate the effectiveness of these platforms before full-scale deployment.
• Leadership Buy-In: Secure support from leadership throughout the implementation process.
• Continuous Improvement: Focus on data quality and privacy culture to maximize the impact of these technologies.

Conclusion

Marketers must invest in CDPs, data clean rooms, and CMPs to navigate the new digital landscape effectively. These tools are not only essential for compliance but also for building stronger, more transparent relationships with customers and optimizing marketing performance in an increasingly privacy-focused world.