A Customer Data Platform can help build those unified customer profiles. But even a CDP needs to be fed data. That’s where Narrative comes in: it provides a marketplace for data owners to sell their data to whoever needs it. Interesting concept. They’ve just partnered with cross-device identity expert Adbrain, which says it has mapped devices and locations to 90% of the U.S. adult internet population.
Programmatic advertising in virtual reality on mobile apps: Immserv combines more hot technologies than an Ethiopian-Sichuan food truck. No wonder a dozen investors lined up for their $10.5 million Series A.
Since we’re looking at the sales process today, let’s finish with a study from the Content Marketing Institute about buyers’ content preferences. They most want information related to their specific needs and product/service specifications. Testimonials and case studies were less useful. Nearly all buyers start their research before talking to vendors.
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.