This post takes a close look at ActionIQ, a Customer Data Platform with deep roots in big data. The system loads source data in its original file structure. Users can then define derived variables to create their preferred view of the data and see the results in seconds. We could tell you how it’s done but then we’d have to…well, you know.
A survey from Sapient Nitro and the Martech Conference finds that 55% of marketing technologists have a marketing or business while just 21% have a technical degree.
In case you’re wondering why we need all those fancy analytics and database technologies, here’s one reason: to use the new streams of customer data gathered by beacons and other sensors.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.