Marketing cloud vendor Acoustic has released a new multi-channel marketing platform that includes personalized journey orchestration and behavioral experience insights. They announced the multi-channel bit last June so what seems to be new is inferring intent from online behaviors and using it to help drive customer-level personalization.
The 2023 edition of Gartner’s closely-watched CMO Spend and Strategy Survey hasn’t been released to non-clients, but the press release compares CMOs who increase martech spend to “gamblers looking to write-off their losses with the next bet.” Ouch. Simpler Media’s CMO survey isn’t as hostile but does find the most technically advanced organizations are the most concerned about focusing too much on tech and the least concerned about creating robust data strategies, understanding data integration, and using analytics for decisions. Apparently they feel they’ve mastered this whole technology thing.
Running its data clean room software on cloud platforms is Habu’s basic function, so it set up a Microsoft Azure integration some time ago. Today it announced a deeper relationship using Azure’s confidential computing environment, which combines hardware and software protections for greater security. You can read this blog post for technical details.
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.