U.S. marketers are struggling to measure the return on their programmatic advertising investment, according to this Forrester study for MediaMath. While 94% say they try to measure programmatic ROI, just 33% say they can do it completely and accurately. More than half (55%) say privacy rules are restricting programmatic targeting and 45% say new rules are making it harder to maintain scale.
We originally classified Signal as a Customer Data Platform, but the company repositioned as an identity resolution system so we took them at their word. New management has since pivoted back in the CDP direction although they don’t use the term. It’s now moot, since they were just purchased by data collection giant TransUnion, which describes them as a tool for real-time data collection and customer data management.
This report from personalization vendor Formation.ai found an increase in loyalty compared with five years ago, but responses were collected before the pandemic began. The over-all finding that personalization generates loyalty is still probably valid, although customers like personalized rewards and discounts much more than personalized advertising. One weird twist: personalized Web experience, marketing email, and mobile notifications were rated both the most likely to increase brand loyalty and to decrease it.
CDP and marketing automation platform Bloomreach announced the availability of a next generation version of Bloomreach Engagement. Deploying Bloomreach’s Loomi AI capabilities, campaign creation within Bloomreach Engagement will become something “one marketer can complete in minutes.” Campaigns can be scaled across fifteen-plus channels.