Martech stacks changed more in the past year than the three previous years combined, say 77% of marketers in this Sitecore survey. But the silver lining has a cloud: 72% said most of the changes were short-term fixes that will have to be cleaned up in the future. Oh, and most of that martech innovation was aimed at moving technology to the cloud, while customer loyalty, personalization, and integration got reduced attention.
So many companies are offering post-cookie, cross-channel identity solutions that it’s not clear whether a new one really counts as news. But Samba TV does have an interesting story, starting with data from sensors built into smart TVs and extending that through probabilistic matching to identify all devices in a household. They just launched a proprietary identifier, SambaID, which will let advertisers buy and measure deduplicated household-level audiences across digital devices.
Marketers in this Salesforce report also report lots of pandemic-driven changes. But the longer-term trends are more interesting: a doubling in the number of B2C data sources from 2020 to 2022; increase in “dynamic cross-channel coordination” from 31% in 2018 to 68% in 2021; 70% say they have a CDP. Especially intriguing: just 26% say privacy compliance is challenging, down from 32% last year.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.