Let’s look past the trees to some forests today, Dear Reader. Here’s news that digital experience analytics vendor Contentsquare is buying product analytics platform Heap. Closer integration of product marketing and consumer marketing has been a trend for some time.
The case is being brought under charges of the Racketeer Influenced and Corrupt Organizations Act (RICO), which is more often used against organized crime.
Another long-term development is the slow collapse of social media advertising as users and ad buyers find more compelling alternatives. This Skai report brings it into focus: paid social ad cost per thousand were down 29% year- on-year, although impressions and clicks rose 35% so net ad spend was down just 4%. By contrast, paid search cost per click was largely flat (down 4% year-on-year) while retail media impressions, clicks, and spend were all up (32%, 36%, and 35%, respectively).
CDP Simon Data has announced the launch of Goals-Based Marketing, initially featuring an AI-powered segmentation workflow. The ultimate goal of this approach is to create revenue-generating customer experiences at scale. The new offering is driven by three AI agentic teams (Strategy Agents, Data Execution Agents, and Revenue Impact Agents) and features Smart Fields and Smart Segments, aimed at uncovering customer behavior patterns.