An Optimizely survey of 1,000 marketing, IT and other executives finds a worrying 86% say they don’t have the personalization capabilities that their strategies demand. Ignoring this or hoping to fix it, 62% are upping their budget this year. With 75% of consumers more likely to respond to personalized messaging, giving up is not an option.
Reverse ETL? Customer data activation platform? Composable CDP? Census has called itself all of these, but what it does by any name is help marketers pull customer data from a cloud warehouse. They just bought Fulcrum, which will add AI-led audience segmentation to the Census platform. While many reverse ETL have added data capture and management features, Census is expanding in the other direction.
Jamie, Senior Intern at the CDP Institute Department of the Obvious, gleefully reports that Google researchers have found “nefarious” (wicked or criminal) AI-generated content may sow distrust among users. He is impressed with the obviousness of their concern that people may come to be suspicious of content generated by systems that have no ethics and no care for truth vs. falsehood, and that AI could even disturb the “collective understanding of socio-political reality or scientific consensus.”
American Express is the latest company to make its customer data available in a retail media network. Amex Ads provides contextual targeting based on extensive first-party data, as well as ad measurement for online and offline sales. The program is currently available on AmexTravel.com and will expand to other platforms in the future.