eters use more data sources to find better data quality

Marketers hope that more data sources will lead to better quality data. According to a Salesforce study, the average number of data sources used by marketers increased by 50% over last year. The total number of sources used by marketers will nearly double by 2021, according to a new Salesforce study.

Companies used on average 10 different sources last year. According to Salesforce’s eighth annual State of Marketing report, this number has risen to 15 last year and will reach 18 by 2023.

This is a good time to do this, as multiple studies have shown that marketers are losing faith in their data.

It shouldn’t surprise that marketers use the most trusted sources. Transactional data and known digital identities are used by 83% of marketing organizations, with declared interests/preferences nearly tied with them at 82%.

Deeper: Companies are using clean rooms and first-party information as cookies to vanish

Non-transactional data (58%) and offline identities (69%) were the least used sources. Next came third-party data (75%), and anonymized digital identities (75%)

Privacy changes. Google has pushed back the deadline to phase out third-party cookies. However, new regulations require marketers to adapt new ways of getting consumer data.

Marketers use 56% of the time to offer customers incentives to share their information. There are other actions that can be taken to protect privacy laws.

• 54% Creating a strategy for first-party data
• Second-party data-sharing arrangements 52%
• 51% Investing in new technology (e.g., customer data platform)
• Reducing internal data silos 49%

It is possible that there is a privacy protection fatigue. Marketers are less likely to say they protect customer privacy than industry standards and regulations, falling from 61% to 51% last year to 51% by 2022.

The State of Marketing 2022 research was based on a survey of over 6,000 marketing professionals in 35 countries. This included directors and marketing managers.

Why we care. Although the acronym GIGO may not be used as often these days, it will remain true. Data and analytics are a matter of fact. Bad information leads to bad strategies. It is possible to cross-check data with more sources.

The first MarTech article was Marketers using More Data Sources in Search of Better Data Quality.