And what’s sexier than blockchain, eh? I can think of several things, but no matter. Here’s news that smart product platform EVRYTHNG has pawned its vowels to create Blockchain Integration Hub, which adds blockchain-enabled features to consumer products. They’ve partnered with three blockchain solution providers to enable functions like supply chain tracing, product authentication, and consumer rewards programs.
TIBCO Software has acquired Scribe Software, adding Scribe’s SaaS-based integration platform to TIBCO’s own cloud and conventional integration products. Price was not announced. TIBCO itself is owned by Vista Equity Partners, which on Monday bought brand safety firm Integral Ad Science and also owns marketing automation vendor Marketo.
Since we’re on the topic, let’s finish with a blockchain-based loyalty protocol from a company called Loyela. It lets merchants reward consumers with transferable tokens. Still in the pilot stage and an initial coin offering is planned for September.
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.