Today we’ll contemplate that most sublime of mysteries: the mind of the consumer. A carefully designed study from Intent Lab tested whether giving consumers what they wanted – that is, showing them products they are looking for – gives better results than trying to address their underlying goals. Turns out that messages related to goals are more effective.

Mobile attribution vendor AppsFlyer has introduced Incrementality, a solution that runs tests to determine the incremental impact of remarketing programs. Managing hold-out samples is tough, so that’s noteworthy in itself. But I was also intrigued by AppsFlyer’s statement that “attribution and incrementality are completely independent concepts” – the difference, apparently, being that attribution assigns full or fractional revenue “credit” to marketing touches while incrementality estimates the net revenue change resulting from a touch. Got that?

Tealium has launched a suite of solutions aimed at powering AI models with rich, filtered and consented data. Tealium for AI uses existing Tealium features to support AI applications with specialized integrations, partnerships, configurations, and attributes.