CDP Institute

Workfront Planning from Adobe Workfront offers marketers a dynamic overview of campaigns in a customizable interface. The single view of campaigns will be supported by an embedded AI assistant. Generative AI can also be used to create campaign briefs based on campaign records and existing assets at speed.

Carbon6, the growth platform supporting Amazon sellers, has acquired Junglytics. Junglytics, also relied on by Amazon sellers, provides AI-powered insights across, for example, sales inventory and advertising. Junglytics also makes its insights available through a GPT-type conversational interface.

Hibu, an H.I.G. Capital company, has completed the acquisition of RevLocal, a digital marketing platform serving local and multi-location brands across the U.S. Hibu offers digital marketing services to some 70,000 SMBs. Hibu expects to grow through acquiring not only RevLocal’s talent, but of course its customers as well.

Data clean rooms are everywhere these days.  The latest sighting is data collaboration platform and clean room InfoSum canoodling with WPP Choreograph’s AmeriLINK consumer database to support campaign planning and audience profiling for GroupM. GroupM, owned by WPP, is the world’s largest media buying agency.

Data collection has always been a stumbling block for marketing mix modeling. Marketing mix platform Keen Decision Systems is easing the way by partnering with TapClicks, a marketing cloud and data management platform. TapClicks customers will be able easily to upload data into Keen’s marketing mix platform and Keen will push marketing mix results back into TapClicks to support campaign decision-making.

Creativity is the ultimate driver of business growth, say 89% of CMOs in this Dentsu Creative survey. But their focus is on technology: 65% say tech that enhances the brand idea is important, compared with just 51% citing a powerful organizing idea.  Similarly, 65% are investing in data analytics to inform creative, more than using AI, social listening, or Gen-Z research. Skepticism about AI has fallen sharply: just 49% now think AI won’t be able to create ads that move people, compared with 67% in last year’s survey.

Looking to strengthen its ad offerings, streaming platform Netflix is partnering with Snowflake, LiveRamp and InfoSum to provide data clean rooms to its advertisers. The rooms will allow advertisers to share data and build audiences in a privacy-compliant way. Snowflake Data Clean Rooms is available to Netflix partners today with solutions from LiveRamp and InfoSum arriving in the coming months.

A survey of over 250 marketers by the CMO Council shows a (slowly) growing willingness for marketing and security teams to collaborate to protect the increasingly vital data supply chain. Almost 80% of those surveyed viewed a marketing/security relationship as extremely or very important. Fortunately, 67% of security organizations are very willing or willing to help out.

While 92% of consumers believe customer service from brands is very important, less than a quarter said it exceeded their expectations, according to a survey by SurveyMonkey. Reflecting the confusion in terminology where CX, to some, is the entire customer experience, while to others it’s post-sale service, CX teams are focused on engagement and personalization while consumers are focused on long wait times. Similarly, 25% of CX teams are working on improving automated responses while 40% of consumers find them “unhelpful.”

Hightouch’s new AI Decisioning offering uses all the customer data available in a data warehouse or lake and continuously experiments to identify the engagement most likely to trigger desired actions. It is aimed at supplanting manual (A/B) testing, running countless automated experiments and improving its own performance over time. Humans are still involved in defining goals and setting guardrails.

Goodnight Moon.  When Harry Met Sally.  A Christmas Carol.  Some stories never grow old.  “Consumers will trade data for discounts” may not be as catchy as “God bless us, one and all,” but marketers still love to hear that personalization pays off.  Read this survey from Lob and Comperemedia for the latest take on this timeless tale, told from a direct mail point of view.

A survey of 1,200 marketing professionals finds them confidently raising investments in social media (66%), digital display/video (65%) and CTV (55%) ad spend. CTV beats generative AI by a nose as the most important consumer trend (56% to 55%). Notably, marketers are more likely to use AI for research and analysis than content generation.