Boomers may be the only marketers who still remember when advertising was targeted by matching it against editorial content. Nano Interactive is offering essentially that service, although they are describing it as a “library” of “intent personas” that work without cookies or any kind of personal data. Sounds so much cooler that way.
While we’re on the topic of responsible marketing, this Dentsu report finds 61% of North American consumers say their purchases are influenced by a brand’s sustainability messages. Boomers are more likely than other groups to believe national governments are most responsible fore sustainability, but millennials are most likely to say it factors into their votes. Millennials are also the most hopeful about the sustainability’s impact on the future.
CDP vendors are more specialized than you may think: 76% focus on one or two industries and 83% focus on clients in a single revenue band, according to this CDP Institute report. The data comes from our RealCDP audit surveys, so it doesn’t cover everyone in the business. But it’s still an interesting cross-section.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.