CDP Institute

Fully 99% of enterprise marketers agree that their understanding of customer behavior and preferences has been somewhat or significantly improved through AI use, according to a new report from customer engagement platform MessageGears and B2B research service Ascend2. AI is a game-changer when it comes to personalization — targeted campaigns, emails and product recommendations — as well as customer service (150 marketers from 500-plus person companies were surveyed). If anything is holding the enterprise back it’s uncertainty about expertise and training.

LiftEngine, a consumer data services agency, has announced a new partnership with customer data platform Klaviyo. LiftEngine will offer Klaviyo customers access to its Launchpad solution, appending demographic and vertical-specific data to Klaviyo profiles. It will also help its own customers migrate to also help its clients migrate to Klaviyo’s new CDP platform.

Fullthrottle.ai, a first-party data provider for brands and agencies, has launched SafeMatch, a household-level identity resolution solution. SafeMatch will ingest transaction data and connect it with household customer profiles in a privacy-compliant manner. It will also help connect site visits with sales, thus offering attribution insights.

After several delays, Google has finally begun to deprecate third-party cookies in its widely used Chrome browser. The initial step, taken on January 4, was to offer a randomly chosen 1% of Chrome users (some 30 million people) the opportunity to opt out of being tracked. Full deprecation of cookies is still set for later this year.

Relay42, the intelligent journey orchestration platform, has announced a program to help digital marketers adapt their marketing strategies to the deprecation of third-party cookies (the announcement was deliberately timed to coincide with Google’s first phase-out steps). The program will involve integration with Google Privacy Sandbox, enhanced first-party data activation, and strategic advice for cookieless solutions. The expert advice will include counseling on the use of data clean rooms, identity graphs and other technologies.

Global information and insights company TransUnion has announced enhancements to the AI-driven identity graph that supports the solutions in its TruAudience marketing portfolio. TransUnion says that it has measurably improved the accuracy of identity resolution and has added new demographic attributes. Identity resolution is seen by many marketers as a viable alternative to cookie-based tracking.

Back in September 2023, Amazon Prime Video revealed plans to start showing ads during movies and TV series streaming on its platform. It has now announced when this will begin: January 29. Users will be able to upgrade to an ad-free service for about an extra three dollars.

Investment giant Fidelity has again taken the axe to the value of its shares in X Holdings which it helped Elon Musk buy when it was known as Twitter. Fidelity believes that the shares are worth 71.5% less than at the time of the purchase. The disclosure runs through end of November, a month in which Snap shares climbed 38.2% and Meta shares a more modest 4.9%.

Snap Inc. has announced that it has tapped real time audience insights platform Samba TV to provide data on conversion outcomes to Snapchat advertisers. Samba TV’s measurement capabilities currently extend to all of the major walled gardens, more than 200 national networks, local networks in 100 designated market areas and some 400 digital publishers. Advertisers will also be able to use the data to optimize ad spend.

Omnicom has completed the acquisition of cloud-based digital commerce platform Flywheel, which offers retail media management, digital shelf analysis, and competitive intelligence. Global marketing and comms company Omnicom views the acquisition as responsive to increasing customer demands for digital commerce and retail media solutions. The cost of the acquisition (over $800 million) may signal that holding companies are ready to invest in the retail media space.

62% of marketers have positive expectations about the ability of generative AI to boost human creativity, while 55% think it will drive teams to look beyond conventional strategies, according to a December report from Capgemini. The main use cases are expected to be data analysis (90%), search engine optimization (89%), customer services (89%), content creation (88%) and image and video generation (86%). This may be a new year, but this story isn’t going to get old any time soon.

There is direct correlation between an increase in personalised training and positive sales rates and performance — that’s a statement 77% of respondents agreed with in a new survey fielded by LXA in association with Seismic. The international survey of over 200 respondents from B2B organizations also identified budget constraints and data quality and integration as the biggest barriers to achieving sales enablement maturity. The ongoing data challenge is something sales clearly shares in common with marketing.