The data business is infinitely fascinating, amirite? So you’ll be excited to learn that two firms which track consumer purchases are merging. NielsenIQ specializes in measuring fast-moving consumer goods, while GfK collects data about consumer durables purchases. Both are majority-owned by private investment firms, which will retain shares in the combined operation.
Voyantis, which calls itself a “prediction-based growth platform” has launched with a machine learning product that uses customer value predictions to optimize advertising campaigns and tailor individual customer treatments. What’s special is the predictions are updated more or less continuously, enabling quicker reaction to behaviors than usual. The company also announced it has $19 million in seed funding.
Will the metaverse rescue marketers from the loss of third-party cookies and device tracking? Perhaps you scoff the metaverse doesn’t actually exist. That didn’t prevent 74% of marketers telling Qualtrics they were already advertising in it and 59% of that group saying it’s their most successful channel. Pioneering? Optimistic? Delusional? Take your pick.
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.