Acxiom has partnered with Adobe to make its Real Identity service available within Adobe Experience Platform. Real Identity provides the technology to build private identity graphs with a company’s own data. That’s different from connecting to identity graphs based on third party data.
Enough trend-spotting; after all, it’s Friday. Here’s some weekend fun: take this free data maturity benchmark assessment from MMA Global. Wheee!
We’re not geeky enough to note that William Shatner was launched into space today, but we will report the launch of an AI-based system for marketing attribution. Alembic ingests content and related web, mobile, social, and news, transaction and conversion events; converts it all into a time series; and estimates the impact of influencers, campaigns, and channels. Who said there’s no intelligent life on this planet?
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.