And we have cross-channel attribution: Cuebiq, which collects location data about individuals, has partnered with TV viewing data collectors Inscape and Gracenote to correlate TV consumption with retail foot traffic. This once would have seemed amazing but now such services are commonplace. No doubt they differ ways too subtle for most of us to grasp.
Back to surveys. At least this one from email company Yes Marketing is interesting. Turns out that irrelevant product recommendations are the second-most-common reason for not opening email (50%), after too many emails (55%). Over-personalization “creeps me out” (12%) outweighs lack of personalization (11%). In other words, consumer demand personalization is greatly exaggerated – and poor personalization is hurts more than no personalization at all.
The Customer Data Platform industry continued its strong growth in 2018, adding 29 vendors, 2,600 employees, and $173 million in funding. These figures, contained in the CDP Institute’s latest Industry Update, show acceleration compared with 2017, when the industry added 26 firms and 2,200 employees.
It’s deal-making time for generative AI model builders and publishers who can provide them with quality data. Germany publishing giant Axel Springer is trading access to its data for Microsoft adtech, AI, and Azure hosting solutions. Meanwhile, The Financial Times has struck a deal with OpenAI to license its content with attribution of summaries and quotes.