54% of Users Consider Predictive Lead Scoring Effective: DemandWave Study

Of course, you won’t really find a bar full of people arguing about CDPs. Some might be debating whether predictive lead scoring is dead. Those who think the beer pitcher is half full might cite a DemandWave survey that found 54% of users consider predictive lead scoring effective, higher than the 50% rating for email nurture programs or 49% for Web personalization technology. Others might zing back an Oracle study that rated predictive analytics as the 7th most likely technology to improve customer experience, behind automation, smart analysis of customer data, and purpose-build mobile apps. No one will remember any of it in the morning.

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Hootsuite Takes AdEspresso To Go

February 13, 2017

The distinction between social media and paid advertising is too clear, said no one ever. Doing its part to keep the waters muddy, social media management platform Hootsuite recently purchased social media ad campaign platform AdEspresso. Hootsuite had already partnered with AdEspresso and five other social advertising platforms last October to let marketers manage social media campaigns from within Hootsuite. AdEspresso itself goes beyond mere campaign management to automatically generate thousands of ad variants, test them, and optimize the results.

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Marchex Adds Facebook Ads to Phone Call Source Analysis

February 9, 2017

Marchex ties phone calls to the advertisements that generated them and to the resulting revenue. Or, as they put it, they offer an “omnichannel analytics cloud”. They’ve just added Facebook ads to their sources. Given the increasing role played by Facebook in advertising strategies, it’s kind of a big deal. But remember this is only tracking calls triggered by Facebook ads, not other Facebook activities. So there’s still a lot of missing information.

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