Marketers hoping to get more value from their own first-party data are getting some help from Amazon Web Services, which has just added Infutor’s individual-level data to its Data Exchange. The deal will make it easier for AWS users to enrich their first-party data with Infutor’s identity and attribute information, enabling more detailed targeting across more channels.
While ad targeting suffers the most without third-party cookies, ad measurement also feels the pain. Nielsen has announced a five-pronged response that includes using as many individual identifiers as possible, building predictive models to estimate audiences when identifiers are not available, and calibrating the predictive models against Nielsen consumer panels.
Some CDP vendors build their own identify management systems and some let clients choose for themselves. Treasure Data, which falls into the latter group, has just integrated Neustar’s Unified Identity solution for data hygiene, identity resolution, enrichment and audience segmentation. They already have similar arrangements with Acxiom, Allant and Tapad.
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.