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Extole Mixes Advocates and Loyalty Marketing for Retailers

I’d love to have made “the customer strikes back” into a theme for the day, but those stories are hard to find. Extole specializes in advocate marketing, which is sort of about empowered customers. But its big news is a new retail-specific system that can give separate rewards to new customers when they join a loyalty program and the advocates who recommended them when those customers make a purchase. This is all about companies shaping consumer behaviors: not that that’s bad, exactly, but it’s the normal scheme of things. Dog bites man: no news in that.

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GE Has a Mini-Acquisition Spree to Beef Up Its Machine Monitoring Technology

November 21, 2016

Speaking of acquisitions, GE Digital recently spent $915 million to buy cloud-based field service technology company ServiceMax, $153 million for Internet of Things data integration specialist Bit Stew, and an undisclosed amount for machine learning expert Wise.io. This is all intended to build its equipment monitoring business but if you don’t think equipment data can be transformed into customer insights, you might want to think again.

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Salesforce Offers Free Data Cloud to Sales and Service Cloud Customers

February 21, 2024

Salesforce is offering a free version of its CDP-esq Data Cloud to Sales and Service Cloud customers, with the apparent goal of increasing use of Marketing Cloud.  The Data Cloud offers Marketing Cloud users a unified view of data in Salesforce clouds and other systems via no-copy access to cloud databases and Mulesoft connectors.  The company also unveiled a small business edition of Marketing Cloud.

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