Cross-Channel Campaigns Drive 10% More Clicks: Microsoft/Roku Study

You’ll recall that earlier this week Google Analytics took away first-click attribution models, which not-coincidentally give less credit than other methods to search ads like Google’s.  Now we have this joint Microsoft-Roku effort that finds that coordinated TV streaming and web ads drive 11% more searches and 10% more clicks.  The methodology is complicated but the results are more realistic.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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