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The Future of Marketing Survey - JP Marketer Results
- 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
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© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Methodology
Who participated
in this research?
How was this
research conducted?
Sample Frame
• 294 marketing practitioners, 292 marketing leaders completed the survey online (a total of 627, since job
since job categories overlap);
• As well, 1002 members of the general population completed a companion survey.
• To qualify:
‒ Must work in marketing or creative roles at a brand (with at least 100 employees)
‒ Marketing leaders are SVP or higher job role
• Surveys were also completed in the US, UK, France, Germany, and Australia.
• Participants were recruited from an actively managed online panel — this should be considered a non-
a non-probability sample;
• Participants were incented using rewards points offered by their online panel;
• Research was conducted between August 30th and September 10th, 2021.
• No weighting of data was required;
• Margin of error is +/- 2.9% at the 95% CL.
• Additional results can be found at https://portal.advanis.net/adbe/
Advanis is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC
Standards including the CRIC Public Opinion Research Standards and Disclosure Requirements. This research was sponsored by Adobe
and conducted by Advanis. For information about data collection, please contact Lori Reiser (lori_reiser@advanis.net 519.340.0125)
Icon Source: icons8.com
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Technology in Marketing
• Half of marketers express a high degree of confidence in their marketing tech.
• 4 in 10 are actively leveraging the AI/ML at their organisation, 33% are just getting started.
• Two-thirds of marketers feel that AI/ML is very important to their organization.
19%
11%
67%
AI / ML Importance
Very important
Not very important
Using but hoping for
a better ROI
Not using
5%
33%
21%
41%
Leveraging AI / ML
Actively using
Using but have not seen
significant ROI
Getting started
Not interested
6%
39%
54%
[CELLR
ANGE]
MarTech stack
NET Confident
Confident
Somewhat confident
Somewhat not confident
Not confident
Confidence in Ability to Take
Advantage of Marketing Tech
Stack
Leveraging of AI / Machine
Learning
Importance of AI / Machine
Learning
Future of Marketing JP Results (August 2021)
Q3 - How confident are you about your team’s ability to take full advantage of your company’s marketing tech stack? Base: marketing practitioners or leaders (586)
Q31 - Where do you rank your company in terms of leveraging AI/machine learning in your marketing and customer experiences? Base: marketing practitioners or leaders (586)
Q35- How important is it to use AI / machine learning to inform the way your team allocates marketing budget and spend? Base: marketing practitioners or leaders (586)
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Technology in Marketing
AI / Machine Learning
Impact
13%
13%
9%
8%
9%
9%
5%
31%
13%
8%
11%
9%
9%
7%
6%
8%
8%
6%
7%
6%
8%
5%
4%
34%
30%
27%
24%
24%
24%
16%
10%
31%
It helps increase revenue
It reduces costs
Helps teams produce higher quality work
It reduces repetitive/time consuming
processes
Getting more work done in the same
amount/less time
Helps teams focus their time on other
business decisions
It helps us determine how to allocate our
marketing budgets across channels
AI just makes my job more complicated
I don’t see any benefits from AI / still
working to integrate
Ranked 1 Ranked 2
17%
15%
14%
10%
11%
10%
11%
11%
16%
12%
13%
11%
13%
14%
9%
9%
12%
14%
13%
13%
9%
8%
8%
7%
45%
42%
39%
34%
33%
32%
28%
26%
Analytics/insights
Delivery of customer experiences
Customer touchpoints
Data ingestion
Updating centralized customer data profiles
Delivering/surfacing data across multiple
external channels
Merchandising
Reporting
Ranked 1 Ranked 2
Critical Areas for Real time
Capabilities
Future of Marketing JP Results (August 2021)
Q32 - How is the AI/machine learning in your marketing/customer experience technologies impacting your results? Base: marketing practitioners or leaders (586)
Q36 - The term “real-time” is applied to just about every marketing technology and process. Where is the most critical place to have real-time (as in instant) capabilities? Base: marketing practitioners or leaders (586)
• Top benefits from AI/ML on marketing results include increase revenue, reducing cost, and helping teams
produce higher quality work. But almost 1 in 3 have not yet seen benefits.
• Analytics/insights, customer facing experiences and touchpoints are considered most critical to have real time
capabilities.
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AI / Machine Learning
55%
47%
45%
41%
38%
31%
23%
22%
6%
Content personalization
Content optimization
Content intelligence
Helping optimize
marketing spend /…
Automating or
accelerating content…
Commerce
Chatbot and other
customer support…
Measurement and
analysis of campaigns
We don’t use AI / ML in
our technology stack
AI / Machine Learning Active
Work
55%
43%
45%
45%
39%
32%
23%
25%
4%
Content personalization
Content optimization
Content intelligence
Helping optimize
marketing spend /…
Automating or
accelerating content…
Commerce
Chatbot and other
customer support…
Measurement and
analysis of campaigns
We don’t use AI / ML in
our technology stack
Upcoming Investments
Future of Marketing JP Results (August 2021)
Q33 - Where is AI/machine learning actively working within your marketing technology stack? Base: marketing practitioners or leaders (586)
Q34 - Where do you anticipate you’ll increase your AI / machine learning investment in your marketing technology stack in the coming year? Base: marketing practitioners or leaders (586)
• Investment in AI/ML aligns with the areas where current work is already taking place, particularly content
personalization.
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Customer Experience Provided
4%
9%
39%
[CELLRANG
E]
87%
Personalized
Experience
NET Excellent /
Good
Excellent
Good
Fair
Not great
Terrible
10%
35%
55%
Content Impact on CX
Content is a key part of
stand-out CX
Content may provide us
some advantage
Content is similar to
competitors, does not set
us apart
Content is below par, may
be disadvantageous
7%
42%
51%
Creative / Design
Impact
A lot, creativity helps
set us apart
Somewhat, It’s a nice-
to have-for our
customers
Little to none,
customers are not
influenced by creativity
Future of Marketing JP Results (August 2021)
Q1 - How good is your company at delivering great personalised customer experiences at scale? Base: all respondents (627)
Q13 - How much do you think your customers care about compelling creative/design and copy in the experiences you offer them? Base: excluding those who do not know (621)
Q45 - What role does content play in your ability to deliver customer experiences that stand out from the competition? Base: all respondents (627)
Ability to Deliver Personalised
Experience at Scale
Customer Creativity
Sentiment
Role of Content in Unique Customer
Experience
• Half of marketers say they have an excellent ability to deliver personalised experiences at scale. They agree
that content is a key part of standout CX and feel that their creativity sets them apart from other organisations.
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Marketing Content Personalisation
Future of Marketing JP Results (August 2021)
Q14 - How much of your marketing content are you currently personalising? Base: all respondents (627)
Q14b - How much of your marketing do you think you SHOULD be personalising? Base: all respondents (627)
3%
10%
30%
43%
12%
2%
2%
5%
23%
32%
32%
6%
Marketing Content
Personalisation
< 10%
About 10%
About 25%
About 50%
About 75%
Close to 100%
Should be personalised
Currently personalised
• Most organisations are currently personalising 25-50% of their marketing content and would like to see this rise
to 50-75%.
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Content Personalisation and Strategy
5%
10%
8%
43%
41%
44%
44%
[CELLRANGE]
[CELLRANGE]
Investment in content is
important to differentiate us
We have a consistent
content strategy
Disagree Somewhat disagree Neither agree nor disagree Somewhat agree Agree NET Agree
Future of Marketing JP Results (August 2021)
Q21 - What kind of personalised experiences do you think that consumers value most? Base: marketing practitioners or leaders (586)
Q17a - Our organisation has a consistent content strategy that everyone understands and abides by. : Do you agree or disagree with the following two statements? Base: all respondents (627)
Q17b - Investment in content is an important way for us to rise above the competition : Do you agree or disagree with the following two statements? Base: all respondents (627)
36%
22%
18%
10%
2%
11%
Personalised
product/service
recommendations
Seeing their name in the
email or on the page
Personalised discounts or
offers
Location-based
personalisation
Reminders to
refill/repurchase frequently
bought item
Our customers don’t value
personalised experiences
Personalised Experience Valued By Consumers [top
choice] Organisational Sentiment
• Marketers believe that consumers most value personalised product recommendations, seeing their name, and
personalised discounts or offers.
• Most marketers agree or somewhat agree that content differentiates their organisation, and that they have a
consistent content strategy. Leaders have stronger agreement that content differentiates their organisation.
- 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
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Company Insights
6%
44%
48%
[CELLRA
NGE]
Data from Content
NET Confident
Confident
Somewhat confident
Somewhat not
confident
Not confident 8%
49%
42%
[CELLRA
NGE]
Pivot Content Direction
NET Quickly
Quickly
Somewhat quickly
Not quickly at all
Don't use data for this
* Small base interpret with caution
Future of Marketing JP Results (August 2021)
Q16a - How confident are you in your company’s ability to extract meaningful data / analysis about how your content is consumed by consumers? Base: all respondents (627)
Q16b - What is holding your team back? Base: not confident (48*)
Q16c - When you do get insights on how content is performing, how quickly are you able to pivot your content direction based on those insights? Base: all respondents (627)
27%
23%
17%
17%
17%
Lack of employee
resources/talent/expertise
Siloed data
Not enough data
Inaccurate data
Privacy/data governance
issues
[Not Confident*] Reason
Team is Held Back
Confidence in Data Extraction
Ability to Pivot Content
Based on Performance
Insights
• Nearly all organisations are confident or somewhat confident in their ability to extract meaningful data and
analysis about content consumption, and in their ability to quickly pivot in the face of that information.
• Less than half are very confident or can pivot very quickly.
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Future of Marketing JP Results (August 2021)
Q4 - Does your company have a first-party (customer data directly obtained by brands) data strategy? Base: marketing practitioners or leaders (586)
Q4c Which internal sources does your marketing team tap into for first-party data? Base: marketing practitioners or leaders (586)
Q4d - What strategies are you testing today to prepare for the deprecation of third-party cookies? Base: marketing practitioners or leaders, excluding those who do not know (554)
Q9 - What are the most important business activities that third-party cookies support today? Base: [marketing practitioners or leaders, excluding those who do not know] (562)
66%
48%
48%
45%
45%
33%
2%
2%
CRM systems
Transactional systems
Loyalty systems /
Membership systems
Digital properties
Service systems / support
systems
Operational data
We are not using first-
party data from any of…
I’m not sure
Internal Sources for
First-Party Data
66%
59%
49%
19%
10%
Data collaborations with
identity partners
Data collaboration with
other brands
First party cookies
Clean room/walled
garden participation
We are still very invested
in third party cookies and
aren’t doing much with…
Third-Party Cookie
Depreciation Strategy
Data Strategy
43%
33%
18%
3%
2%
2%
Yes, first-party data has
always been a priority for my
company
Yes, recent changes in
privacy / regulations have
motivated us to create a
comprehensive strategy
Not yet, but we are working
on it
No, but we need to get
started
No, first-party data is not a
priority for my company
I don’t know
First Party Data Strategy
76%
NET
Yes
• While 43% of organisations had a first-party data strategy, one-third were pushed by recent changes in privacy
regulations to create one. CRM sources include CRM, transactional, and loyalty systems. The most frequently
tested third-party data strategies are data collaborations with identity partners and other brands.
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Trust and Reputation
Future of Marketing JP Results (August 2021)
Q5 - What is the most important thing your company can do to earn your customers’ trust? Base: marketing practitioners or leaders (586)
Q8 - Do you design your customer experiences to build trust with your customers? Base: marketing practitioners or leaders (586)
Q8a - How important is corporate reputation to your business? Base: all respondents (627)
Q8b - What key areas does your company currently invest in to drive and/or evolve corporate reputation? Base: all respondents (627)
78%
20% Actively rely on CX
for customer trust
Sometimes rely on
CX for customer
trust
4%
4%
5%
30%
[CELLRA
NGE]
87%
Corporate
Reputation
NET Important
Very important
Somewhat important
Neither important nor
unimportant
Somewhat unimportant
Very unimportant
77%
59%
55%
37%
Product reliability &
innovation
Business leadership &
performance
Social impact
Customer service
Key Investment Areas
27%
34%
18%
15%
6%
24%
14%
24%
25%
13%
9%
14%
10%
8%
64%
57%
56%
50%
17%
Be open and transparent about how
we use their data
Ask for their permission to use their
data
Give them control over how we use
their data
Demonstrate that our company
“knows” them
Provide them with content, products
or services they love and care about
Ranked 1 Ranked 2
Earning Customers’ Trust
Importance of Corporate Reputation
Designing Customer
Experiences for Customer Trust
• Over half of organisations say that company reputation is very
important and three-quarters say they actively design their customer
experience to engender trust. They invest most in product reliability
and innovation to support company reputation.
• To earn customer trust, companies strive to be open and transparent
about data knowledge, ask for permission to use their personal data
and give them control over how it is used.
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Marketing Channels
Future of Marketing JP Results (August 2021)
Q17b - Which of the following types of rich content are you planning to incorporate into your marketing and merchandising efforts in the next 12-18 months? Base: all respondents (627)
Q17c - Which of the following emerging channels are you exploring for marketing activities over the next 12-18 months? Base: all respondents (627)
Q17d - Which channels are currently performing best? Base: all respondents (627)
67%
63%
61%
6%
5%
VR/AR
3D
Video
Other
None
Rich Content Implementation
39%
27%
16%
12%
1%
IoT
Mobile
Online Marketplaces
Auto
Other
Emerging Channels being Explored
25%
16%
26%
15%
7%
7%
4%
18%
22%
17%
16%
13%
5%
15%
20%
13%
13%
19%
5%
58%
58%
55%
44%
39%
18%
4%
Mobile web/app
Digital advertising
Company website
Email
Social media
Emerging (IoT, video, cable,
streaming, etc)
Don't know
Ranked 1 Ranked 2
Channel Performing Best
• Most organisations plan to implement rich content into their marketing and merchandising efforts. Most are
exploring VR/AR, 3D, and video. Currently the IoT channel is being explored most, but mobile web/app, digital
advertising and website channels are performing the best.
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Social Channels
Future of Marketing JP Results (August 2021)
Q40 - How important are the following social channels in your current ecommerce strategy? Base: marketing practitioners or leaders (586)
Q22 - As a brand, how important is it to be present on the latest social media platforms (ex: Clubhouse, TikTok, etc.)? Base: marketing practitioners or leaders (586)
Q23 - Do you expect social commerce to take off this holiday shopping season? Base: marketing practitioners or leaders (586)
62%
51%
50%
37%
35%
25%
8%
0%
6%
Facebook
Instagram
Twitter
LinkedIn
Youtube
Pinterest
New social platforms
Other
No ecommerce strategy
Ecommerce Strategy
Importance [Social media
channels ranked top 3]
13%
37%
49%
87%
Brand Presence
NET Important
Very important
Somewhat important
Not important
Brand Presence in Social Media
47%
45%
7%
1%
Yes, significantly
Yes, somewhat
Stay the same
No, decrease
92%
NET
Yes
Holiday Social Commerce Increase
• Facebook, Instagram and Twitter are perceived as most important to current e-commerce strategies, with ½ of
organisations saying that a brand presence in social media is very important – just under half expect that
social commerce will take off significantly this holiday season.
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Design Roadblocks and Comfort
Future of Marketing JP Results (August 2021)
Q38 - What are the key roadblocks for your marketing team when working with design colleagues? Base: marketing practitioners or leaders (586)
Q38b - What are the key roadblocks for you when creative and marketing teams work together? Base: all respondents (627)
Q39- As a marketer, how comfortable are you with pro design tools used by your design team colleagues? Base: marketing practitioners or leaders (586)
Roadblocks When Creative and
Marketing Work Together
Practitioners
Leaders
64%
30%
6% Very comfortable
I can navigate the
tools and make
edits if needed
Not comfortable
Pro Design Tool Comfort
36%
28%
10%
24%
2%
33
%
26
%
16
%
22
%
3%
Roadblocks for Marketers Working
with Design Colleagues
Collaboration
Asset sharing
Version control
Review and approval
Other
Practitioners
Leaders
72%
21%
7%
Practitioners
Leaders
34%
20%
22%
23%
1%
28
%
24
%
24
%
21
%
3%
• Marketers express that collaboration is their top roadblock
when working with design colleagues. They also express
challenges with asset sharing and review and approval.
Leaders have stronger opinions about roadblocks. Most are
very comfortable using pro design tools, though leaders are
more likely to feel “very comfortable” than practitioners.
Collaboration
Asset sharing
Version control
Review and approval
Other
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Executive Investments
Future of Marketing JP Results (August 2021)
Q41 - Where do you anticipate increasing your investment over the next 12-18 months? Base: VP, SVP, or C-level (320)
35%
23%
18%
9%
7%
6%
2%
Creating a fully digital, omnichannel
experience
Hybrid events/experiences
Remote talent
In-person events/experiences
Purpose-based marketing
Emerging technologies/strategies
Direct mail/packages
Anticipated Investment
Increase
• Marketing leaders expect to increase investment in creating omnichannel experiences most, as well as
investment in hybrid events and remote marketing talent.
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Marketing Involvement
Future of Marketing JP Results (August 2021)
Q24b - What aspects of your business does the Marketing organisation own? Base: VP, SVP, or C-level (320)
Q24c - What aspects of the business does Marketing participate in/influence? Base: VP, SVP, or C-level (320)
47%
40%
39%
39%
35%
33%
33%
28%
27%
42%
41%
34%
48%
38%
30%
27%
31%
39%
Customer retention
Digital commerce website
Corporate website
Customer growth
Customer service
Corporate communications
Brand awareness
Customer onboarding
Product
development/strategy/innovation
Marketing Involvement
26%
23%
19%
13%
13%
9%
6%
0%
37%
24%
13%
12%
6%
10%
0%
1%
Demand and lead generation
Customer advocacy
Customer feedback/voice of customer
Data governance
Experience design
Corporate strategy
Operations
Events
Corporate Social Responsibility/Brand Purpose
Marketing
Ownership
• Marketing leaders say that their organisation owns customer retention, digital commerce, and website most
often, with customer growth and customer advocacy being influenced most often.
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Marketing Scope
Future of Marketing JP Results (August 2021)
Q24d - Has the scope of marketing responsibilities increased over the last 5 years? Base: VP, SVP, or C-level (320)
Q24f - Do you anticipate the scope of your responsibility will increase in the next 12-18 months? Base: VP, SVP, or C-level (320)
77%
23%
Yes No
Scope of Responsibility
(Expected Increase, Next 12-18 Months)
Scope of Responsibility (Increase, Past 5
Years)
74%
26%
Yes No
35% of
scope
Changed
28% of
scope
Changed
• About three quarters have both had their responsibility increase over the past five years and expect increased
responsibility over the next year and a half.
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IT Collaboration
Future of Marketing JP Results (August 2021)
Q24h - What is your opinion about marketing working closely with IT? Base: VP, SVP, or C-level (320)
Q24i - When is it most important to collaborate with your IT team? Base: VP, SVP, or C-level (320)
55%
39%
5%
1%
It’s critical for our success
It’s helpful
It’s a nice-to-have, but not a must-
have
We don’t need to work closely
with IT to be successful
Marketing and IT Working
Closely
33%
28%
24%
14%
1%
0%
0%
Centralising customer data
Evaluating existing/new
technologies
Analytics/insights
Improving business processes
Backend system integration
Other
Collaborating with IT just slows
us down
Important Times to Work with
IT
• Marketing leaders say it is critical for marketing and IT to work together (or at least helpful), particularly to
centralise customer view of data, evaluate existing/new technologies and utilize analytics/insights.
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Governance and Regulation
Future of Marketing JP Results (August 2021)
Q24j - How knowledgeable / confident are you in the areas of data governance and privacy policies? Base: VP, SVP, or C-level (320)
Q6 - How concerned are you about your marketing team’s ability properly govern data to comply with customer preferences and government regulations? Base: VP, SVP, or C-level (320)
Q7 - Is data governance a priority for your larger executive team? Base: VP, SVP, or C-level (320)
Data Governance Knowledge
7%
48%
[CELLRA
NGE]
91%
Data Governance
NET Knowledgeable /
Confident
Very knowledgeable /
confident
Somewhat knowledgeable
/ confident
Not knowledgeable /
confident
Rely on SME's
Not part of my remit
Knowledge /
Confidence in Data
Governing
4%
31%
28%
37%
[CELLR
ANGE]
Data Compliance
NET Concerned
Very concerned
Concerned
Mildly concerned
Not concerned at all
Concern over Complying with
Government Data Regulations
58%
36%
5%
1%
Yes, our executive team
prioritizes data governance
Yes, but it is not a top
priority
Data governance is a
department priority only
No, data governance is not a
priority
94%
NET
Yes
• Nearly all marketing leaders say that their organisation prioritises data governance, and over half say it is a top
priority. Most leaders also felt they are knowledgeable or confident in data governance and privacy policies.
Most have a high level of concern that they follow government regulation.