🔊 Working from home brings CDP vulnerabilities to the forefront

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Plus, Snap scoops up Hulu ad exec, eBay gets a new CEO.

Apr 14, 2020

Good morning marketers, is working from home exposing more cracks in your CDP?

Stay-at-home routines continue to impact our daily workflows, and it’s no longer business as usual for the marketing technologists managing customer data platforms (CDPs). With fewer resources in place to complete projects, marketing teams are being forced to reconsider how they use their customer data – a move that comes with its own set of security challenges.

“Many organizations have had to make the decision to do more with less and this includes resources that have been laid off or furloughed,” said Elizabeth Marshall, director of solution consulting for the CDP Tealium, “These decisions cause an organization to take a tough look at inspecting their people, processes and technology.” A recent survey by cloud security platform Fugue found that 92% are worried their organization is vulnerable to a major cloud misconfiguration-related data breach and that 84% fear they’ve already been hacked and don’t know it.

One action marketing operations teams can take to safeguard their customer data is to prioritize their privacy efforts by ensuring their company is complying with legislation like GDPR and CCPA. And according to Marshall, it’s also a good time to evaluate and increase not only the data sources living within your CDP, but the distribution of first-party data across the CDP ecosystem.

There’s more below, including an update on the marketing executives on the move, and our reading list to keep you moving through the week.

Taylor Peterson,
Deputy Editor

On the Move

Snap scoops up Hulu’s former head of ad sales, eBay gets a new CEO, and a new CMO joins Equifax

Snap Inc., the parent company behind Snapchat, has hired Peter Naylor (Hulu’s Head of Ad Sales) as VP Americas in a newly-created position starting in early May. Naylor joins Snap from Hulu, where he served as senior vice president and head of advertising sales for six years. Before Hulu, Naylor worked as NBCUniversal’s EVP of digital media sales, where he ran digital advertising sales for NBCU’s entertainment, news and sports digital properties. As VP Americas, Naylor will report to Snap’s Chief Business Officer Jeremi Gorman and will be responsible for driving business growth across the U.S., Canada, and Mexico.

eBay yesterday announced that industry veteran Jamie Iannone has been elected to eBay’s board of directors and has been named CEO of the company, beginning April 27, 2020. Iannone comes from WalMart’s e-commerce division as chief operations officer, and before that served as CEO of SamsClub.com. While in that role, Iannone was responsible for heading up the division’s digital transformation with strategic marketing, technology, product, and operations initiatives. “The Board believes Jamie is the ideal CEO to lead eBay’s next chapter of growth and success,” said Thomas Tierney, Chairman of eBay Inc.’s Board. “We have all been impressed by his strong track record of innovation, execution, operational excellence, and developing teams that drive results. “

Credit reporting agency Equifax has named Lindsay Parker as its chief marketing officer and U.S. information services marketing officer – a dual role made effective yesterday, April 13. Parker will be responsible for corporate marketing strategy as well as sales and revenue enablement efforts for the company’s U.S. information services. Parker has served as the head of Global Marketing at Sabre Corporation’s SABR Travel Network before joining Equifax. Before that, she held various executive roles at Cisco Systems CSCO, Avaya and BlackBerry BB.

Everyone wants that elusive 360° view of their prospects and customers — but it’s harder to achieve than you think

Nearly 60% of marketers surveyed say the biggest obstacle to their marketing success is creating a single customer view. Yet the CDP space is like the Wild West, with more than 60 vendors vying for a projected $1 billion in potential revenue. How can you accurately assess your company’s data needs to find the right CDP partner? Join our webinar and hear our expert panel sort fact from fiction to tell you what you need to know.

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