The state of data collaboration: What’s next for marketers?

Lotame’s latest report, The State of Data Collaboration: A Global Perspective, reveals that 98% of digital marketers are still struggling to fully utilize their data as third-party cookies disappear. This gap between current data readiness and desired levels is a significant challenge for the industry.

The Path Forward

The report delves into how 1,200 marketers and agencies in six global markets are adapting their strategies to navigate the changing landscape. Discover the challenges, trends, and strategic shifts that could impact marketing success in 2024 and beyond.

First-party Data: The Urgency to Activate

Nearly 70% of respondents prioritize collecting and activating first-party data, recognizing its importance. However, challenges such as technical barriers and lack of expertise hinder execution, especially in emerging markets like LATAM and APAC.

Open Web vs. Walled Gardens: The Battle for Budget

The industry is divided between investing in walled gardens like Google and Facebook and seeking transparency and control. While spending on these platforms remains steady, marketers are increasingly cautious about their limitations.

Data Collaboration Platforms: The New Swiss Army Knife

Data collaboration platforms offer a versatile solution to address data fragmentation. These platforms enable integration, break down silos, and unlock new possibilities. Two-thirds of respondents are already leveraging these tools for unified insights and improved targeting.

Download the Full Report for In-Depth Insights

Explore the complete findings of The State of Data Collaboration: A Global Perspective to gain a deeper understanding of evolving trends in data strategies, the role of clean rooms, technology priorities for 2024, and regional data usage variations.

Frequently Asked Questions

Q: What are the main challenges digital marketers face in utilizing first-party data?

A: The challenges include technical barriers, lack of expertise, and difficulties in building and activating data assets, especially in emerging markets.

Q: How are marketers navigating the shift from walled gardens to the open web?

A: While investments in walled gardens like Google and Facebook remain significant, marketers are increasingly concerned about transparency and control issues within these ecosystems.

Q: Why are data collaboration platforms considered essential for modern marketing strategies?

A: These platforms act as a versatile toolset for integrating data, breaking down silos, and unlocking new opportunities for improved targeting and insights.

Q: What are the top benefits of leveraging data collaboration platforms?

A: Marketers cite unified insights and enhanced targeting capabilities as the key advantages of using data collaboration platforms.

Q: How can businesses leverage the insights from The State of Data Collaboration: A Global Perspective for strategic planning?

A: By downloading the full report, businesses can gain a comprehensive understanding of current trends, challenges, and strategic shifts in the digital marketing landscape to inform their future planning.