People actually want to read more about AI — that’s the takeaway from Netline’s State of B2B Content Consumption and Demand report. Thirst for AI content is up 550% YoY. Oddly, the demand for gated content increased 14.3% YoY. That more likely means tempting content hidden behind gates than users getting a kick out of form filling.
AI usage among SMBs has doubled to almost 40% since 2023 according to the fifth annual small business survey by Verizon. With digital business growing, 38% have added new online operations in the past year. While Facebook is still the clear leader among social platforms (84% of decision makers back it), there’s increasing investment across the social landscape including Instagram (67%) and LinkedIn (64%).
GrowthLoop, the self-described composable CDP, has partnered with identity resolution solution Audience Acuity, to help unify identity fragments within Snowflake and launch personalized campaigns. GrowthLoop brings audience segmentation and journey orchestration capabilities while Audience Acuity draws on offline and online data to piece consumers together. This data will also be available to The Loop, GrowthLoop’s AI insights and optimization solution.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.