It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.
Oracle Unity CDP also has new AI-based features, including best offer recommendations, buying group and opportunity scoring, native Analytics Cloud integration, and industry-specific onboarding accelerators. No mention of agents, although they’re probably lurking in the background. To be clear: while Oracle abandoned its advertising business recently, its Oracle Customer Experience suite, which includes the Unity CDP, is going strong.
This Incisiv survey looks beyond personalized marketing to the full customer experience. It finds that 73% of shoppers expect interactions to be integrated across all channels and 54% are willing to spend more when their experience is tailored to their preferences. But retailers are failing to meet expectations: just 29% offer personalized product recommendations.
The Trade Desk has announced a definitive agreement to acquire digital advertising data company Sincera. Sincera helps advertisers evaluate the quality of data provided by publishers and thus more accurately assess the value of ad impressions. With the integration, The Trade Desk will also be able to show publishers the data signals most valued by advertisers.