Stockholm-based Funnel also promises to empower business users, although they more modestly limit themselves to feeding data from 400+ marketing and advertising sources into reporting systems. The company has just raised its own $8 million, bringing the total to $21 million.
Testing platform Optimizely has added an ability to integrate external behavioral data, giving users a more complete view of test impacts. The new feature tracks the tests received by each individual and then ingests data from other systems about their behaviors. This breezily assumes that your other systems can give Optimizely a personal identifier to tie everything together. Easier said than done.
But don’t abandon mobile just yet. When you take non-video ads into account, it’s still king: eMarketer reports mobile will account for $87 billion in U.S. media spend this year. That’s two-thirds of all digital advertising and just over one-third of the entire total ($238 billion). eMarketer pegs non-digital TV at just $71 billion.
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.