Enterprise data cloud platform Snowflake estimates that processing of unstructured data has grown by 123% YoY, based on data from 9,000 Snowflake Accounts. With as much as 90% of enterprise data being unstructured this is regarded as an important development. In particular, the processed unstructured data can be made accessible to proprietary advanced AI models.
At its Connect conference, relationship marketing platform Optimove announced new capabilities, including for its AI-powered analytics and predictive platform OptiGenie. These feature generative AI insights into customer behavior, self-optimizing streams to help deliver personalized experiences and OptiLive, real-time personal messaging. They also announced a new WhatsApp integration.
Sixty-eight percent of marketers attribute increased brand awareness to “performance TV” (OTT content delivered over a CTV channel). In addition, 65% of advertisers report an increase in sales when performance TV is featured alongside social and search and more than half of marketers surveyed rely on performance TV to generate pipeline. This is based on a survey of more than 600 marketing professionals.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.