Observed Signal · Oct 17, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Can Marketers Determine Which Half of Budget Is Wasted?
CMSWire's feature explores whether marketers can determine which half of their marketing budget is wasted. The article argues that while the digital age once promised granular tracking of customer journeys, individual-level tracking has become increasingly difficult. Forrester Principal Analyst Tina Moffett notes that walled gardens controlled by Google, Meta, Amazon and other tech firms, combined with privacy regulations such as Apple's restrictions on app data collection, limit access to behavioral data. She suggests consented identity graphs and contextual cohort insights as alternatives to third-party cookies. Tim DaRosa, CMO at Zadara, says channel-level cost-of-acquisition metrics matter more than individual tracking. Logan Mallory, VP of marketing at Motivosity, disputes the 50% waste figure, arguing it only applies when there is no planning or strategy. The piece concludes that marketers must weigh the effort of detailed measurement against its actual business value.
Provides expert perspectives on marketing measurement challenges and the shift from cookie-based tracking to identity graphs and contextual targeting; relevant to AdTech but contains no new product, regulatory, or deal announcement.
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Key Takeaways & Evidence Grounding
- The article, published Oct 17, 2022, examines whether the claim that 50% of marketing budgets are wasted is verifiable.
- Forrester Principal Analyst Tina Moffett says individual-level tracking has become harder due to walled gardens and privacy regulations.
- Google, Meta, Amazon and other large tech firms no longer share user data with third-party advertisers or allow them to operate inside their walled gardens.
- Apple has limited app developers' ability to collect user data, citing user privacy and trust.
- Zadara CMO Tim DaRosa argues that monitoring channel-level cost-of-acquisition is more important than tracking individual customers.
Connected Companies & Entities
5 Entities mapped“Forrester Principal Analyst Tina Moffett said individual-level tracking is harder today....”
“Google, Meta, Amazon and many other big tech firms no longer share data or allow third-party advertisers to operate within their walled gard...”
“Google, Meta, Amazon and many other big tech firms no longer share data or allow third-party advertisers to operate within their walled gard...”
“Google, Meta, Amazon and many other big tech firms no longer share data or allow third-party advertisers to operate within their walled gard...”
“Mega-companies like Apple are using trust as a branding issue, which has led the company to severely limit app developers' abilities to coll...”
Ontology Mapping & Concepts
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