Brand Activism is Hot But Marketers’ Headache is Tech: OnBrand Magazine Survey Biggest

ScanMyPhotos isn’t alone in taking a position on public issues: OnBrand Magazine found that 79% of marketing decision-makers are including social and cultural issues in their 2018 strategies and 36% are excited to explore brand activism. Readers of this newsletter may be more interested to learn that the top-ranked 2018 challenge was incorporating new technologies into brand strategy, ahead of budget, changing consumer behaviors, aligning content with brand guidelines, ensuring brand safety, hiring top talent, proving marketing ROI, and getting actionable insights from data. Other interesting insights – worth a look.

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Adobe Launches Unified, Persistent Customer View

March 28, 2018

Adobe yesterday announced a unified customer profile that includes data from outside the Adobe Cloud products. Data is mapped using Experience Data Models (an open source data language created by Adobe) and available in real time to any system that speaks that language. This related blog post from Adobe says the unified data is loaded into a persistent Adobe Cloud Platform database on Microsoft Azure and that identities are matched across systems. It supports GDPR requirements too. Impressive and very much in line with the CDP approach.

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Honesty about Targeting Improves Results: Harvard Business Review Paper

March 26, 2018

Hopefully you don’t need convincing that marketers should be honest about how they use customer data. But if you do need a little push, here’s a Harvard Business Review study that found recommendations including an explanation of the data used (“based on your clicks on our site” or “based on what you’ve shared with us”) had higher click and spending rates than recommendations that didn’t describe their basis. Bonus: the paper includes some sound advice for using personal data wisely.

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Amazon Backs Down on Charging Sellers Who Don’t Use Its Fulfillment Services

September 25, 2023

There’s probably no limit to Amazon’s greed – because capitalism – but there are constraints as governments regulate BigTech more aggressively and, just maybe, the free market works its wonders. Amazon cited “seller sentiment related to the fee” in its statement pulling back from its planned 2% fee on sellers who don’t use its Prime fulfillment services.  But looming antitrust cases likely had something to do with it.

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