Email also benefits from AI, according a study by industry analysts The Relevancy Group that was funded by email deliverability experts Return Path. Specifically, a survey of marketing executives found that companies using AI-driven email personalization reported 1.13% higher deliverability, 7.64% higher open rates, 13.44% higher click-through, and 41.29% more revenue. Sounds good to me.
It’s hard to imagine that anyone who reads this newsletter hasn’t already heard, but Adobe announced an agreement yesterday to purchase B2B marketing automation vendor Marketo for $4.75 billion. Seller was Vista Equity Partners, which bought Marketo in May 2016 for $1.8 billion. Adobe gets 5,000 customers in B2B marketing, where it has had little presence. Adobe comments suggest Marketo will stay separate from Campaign, Adobe’s B2C marketing automation system.
CDP vendor RedPoint Global has released a packaged solution for retail banking, its latest industry-specific solution. Components include single customer view, retail banking data model and templates, turnkey connectors for marketing channels, preconfigured reports, and real time decision tools. It runs on the Microsoft Azure platform.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.