At least we all still agree that personalization is great, right? This survey from Dynamic Yield confirms the point, but finds deployment is often lacking. They found 67% of companies lack a unified audience strategy and may be using siloed processes within different teams (email marketing, for example). Forty percent lack KPIs to measure personalization success.
Here’s something else that once seemed worth spending time on: the debate between multi-purpose software suites and best of breed point solutions. This Braze survey of 2,300 marketing leaders reports that 50% of brands use a unified platform for cross-channel engagement while 32% rely on disconnected systems for each channel. Scoring another point for Team Suite, Braze also reports that an above-average share of companies that missed revenue goals (39%) used disconnected solutions.
OpenAP, the adtech platform co-owned by the major broadcast networks, has launched Open Identity, to converge streaming identity data. Open Identity will match audience identities across publishers, advertisers and data providers to streamline targeting and measurement for the video eco-system. The aim is to reduce waste while boosting audience size and match rates.
Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.