Adobe has officially released its Real-time Customer Data Platform, after many pre-announcements. It’s like the wedding night of a couple who have lived together for years: fun but no surprises. They also released new customer journey analytics and journey orchestration products, also previously in beta.
How confused is everyone (except you, Dear Reader) about CDPs? This Forrester survey of marketing and sales leaders found that 89% of say they have a CDP but just 11% are actually creating a unified customer profile, which is the core CDP function. Better news: those 11% are 3.4x more likely to report double-digit revenue growth than everyone else. Lots of great info here.
Self-updating CRM files and hands-free integration pipelines may seem magical, but the real miracle would be connecting marketing programs to business results. Mobivity is addressing that challenge with a new feature that assigns a unique, customer-specific ID to marketing promotions and then captures the ID when a promotional offer is redeemed. The offers can be delivered by Mobivity’s own text messages or receipt-printed promotions or shared through external channels.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.