Technology investment set to surge in Australia as 99% of marketers and agencies face data challenges, Lotame | Cint report reveals

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‘The State of Data Collaboration: A Global Perspective’ finds strong support for collaborative data technologies

SYDNEY, Oct. 03, 2024 (GLOBE NEWSWIRE) -- Lotame, the global technology company that makes customer data smarter, faster, and easier to use for digital marketers, today released findings, ‘The State of Data Collaboration: A Global Perspective’, a report on marketer and agency data challenges and the solutions they use, or plan to, fielded by Cint. The report found that data challenges are ubiquitous, as is planned investment in marketing and data technology, with data collaboration platforms delivering multiple tangible benefits.

A sample of more than 1,200 marketing and agency professionals in Australia, Brazil, Mexico, Singapore, the UK, and North America were surveyed between June and July 2024. The full global report can be downloaded here.

Key findings for Australia:

  • Data challenges are ubiquitous: 99% of marketers and agencies encounter barriers in data orchestration and utilisation. The primary struggles include finding quality sources/partners and dealing with the limitations of first-party data, which often fails to provide comprehensive insights.

  • First-party data a priority: 69% of respondents recognise the urgency of leveraging first-party data. However, the nature of this first-party data — primarily using unstable identifiers alone like email addresses and mobile IDs — exacerbates issues, leading many to consider data collaboration as a solution.

  • Australia less reliant on third-party cookies: 17% of marketers and 6% of agencies in Australia are entirely reliant on third-party cookies, compared to 32% and 21%, respectively, across the global average. A portfolio approach to identity solutions has emerged, with an average of 3.1 options used in tandem to maximise reach with no clear frontrunner.

  • Programmatic spending stagnates: Australian respondents are evenly split in whether they expect programmatic spend to rise or fall, a deviation from other territories where declines are widely anticipated. Surprisingly, spending forecasts are almost evenly split between walled gardens and the open web, despite the former being perceived as more attention-grabbing.

  • Technology investment set to surge: 98% of respondents plan to adopt new marketing technologies and data technologies. However, high rates of retirement for customer data platforms and query clean rooms signal ongoing challenges in data management, where issues around consistency and accessibility remain critical.

  • Clean rooms face scrutiny: High requirements for data and analytics expertise as well as technical challenges — particularly in scaling with authenticated IDs — is leading to dissatisfaction in clean rooms’ capabilities, with more than a third (35%) of agencies currently using the technology planning to retire it in the next six months.

  • Data collaboration platforms gain traction: Despite being a relatively new technology, data collaboration platforms have been adopted by 7 in 10 Australian respondents and are delivering tangible outcomes, such as improved audience targeting and mitigated privacy concerns, with an average of 2.3 positive changes to reported marketing operations.

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