B2B martech vendor Demandbase also uses AI to pull data from the Web, but their announcement today is about using AI to personalize content recommendations on Web pages. The product considers firmographic data, offsite business/behavioral data, historic traffic data and real-time visitor information. It includes automated testing and optimization. It supplements Demandbase’s existing rule-based Web Personalization product.
LinkedIn will prepopulate advertising forms with data from user profiles, according to this report. The change is positioned as a way to increase response to mobile ads, where data entry by viewers is challenging (unless they’re under 25, which case they type faster on a phone than a keyboard). In reality, it should provide more accurate information and higher conversion rates. Good way to leverage your data, LinkedIn.
Leadspace has launched a B2B “audience management platform”, which combines a company’s own data with third-party data, contact databases, social profiles, intent data, and data on the open web. It includes individuals and companies. Data is updated in real time and made available to other systems for analysis and execution. In other words, it’s a B2B CDP. Leadspace’s original predictive modeling services will be part of the new solution.
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%.