I’ll say it again: the death of third party data is greatly exaggerated. Here’s news that Lifesight, which has been collecting and sharing location, content, purchase, and other data for several years, has just launched the latest version of its flagship product, Flux. It’s now easier than ever to build custom ad audiences and measure the impact of marketing campaigns on store traffic.
Salesforce has purchased CDP Evergage. But don’t get too excited, CDP fans: the company says its main goal is to beef up its real time interaction management and personalization capabilities. See this David Raab http://customerexperiencematrix.blogspot.com/2020/02/salesforce-buys-evergage-but-not-for-cdp.html blog post for deeper analysis.
Here’s an anti-acquisition: Antivirus software vendor Avast is shutting down its Jumpshot subsidiary, which was just revealed to be selling huge amounts of browsing data from Avast users. The data was technically anonymous and technically gathered with user consent, but new privacy attitudes now make Jumpshot’s practices harder to defend.
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.