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Chat Interactions Up 33% Since Last Year: Apptentive Study

Chat is hot. This study from in-app messaging vendor Apptentive found a 33% increase in interaction rates among its customers in the past year: companies went from interacting with 9% of their customers to 12%, and response rates also inched up from 62% to 65%. Some other interesting stats in the report, but most useful was a link to a SearchMarketingDaily article that reported 70% of chatbot interactions ultimately require human intervention and itself linked to several other studies.

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Lack of Trust Stalls Sharing Economy: Maru/Matchbox Study

May 22, 2017

Pretty much every presentation on marketing technology now starts with rising customer expectations for personalization. Fair enough, but what else is on their minds? Maru/Matchbox, whose business is customer marketing insights, finds that trust is eroding in pretty much everything (yeah, we knew that) and one result is stalled growth in the sharing economy (that one is news to me). Back in unsurprising territory: Millennials participate much more in the sharing economy than their elders.

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Melissa Adds Cloud-Based Matching Service

May 18, 2017

Campaign management is worthless without good customer data, right? A Customer Data Platform is generally the best approach, but if all you want is a simple deduplication tool, you’ll be happy to know that Melissa has made its venerable MatchUp matching system available as a cloud service. Melissa announced a more comprehensive offering last month, incorporating Pentaho data integration tools. But it’s still pretty much a do-it-yourself project.

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Most Marketing Ops Teams Are Centralized: Perkuto Study

August 15, 2022

Have you been debating whether marketing operations should be centralized or decentralized?  Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized.  More here on most- and least-used capabilities and most common weaknesses.  Is “marops” a thing?  “Markops” would be cooler, since it sounds like “marketing cops”.

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