You can’t find new pathways to growth in 2025 with an outdated data stack

A new “State of Data Collaboration” report by Publicis Groupe's Lotame x Cint reveals where the blind spots are, and how leading marketers are solving them.

Download the report now.

Australian marketers are facing a data reckoning—and the cracks are starting to show.

• 75% can’t find the right data partners

• 67% say first-party data alone doesn’t go deep enough

• 71% still struggle with personalisation 

So what? It means too many brands are still targeting the obvious few, while missing high-value audiences sitting just outside their current line of sight. Growth isn’t coming from what you already know—it’s hiding in the in-between.

That’s why marketers across Australia are turning to data collaboration platforms to bridge the gap:

• Unify siloed systems

• Enrich first-party data

• Expand reach into untapped segments

“The real shift is to move beyond static data or vanity measures to a dynamic view of human behaviour that predicts intent or nudges people towards purchase.” — Maurice Riley, Chief Data Officer, Publicis Groupe Australia & New Zealand