Factual also targets advertising by tracking mobile devices against a huge location database. They’ve launched two new analytical services that leverage their data. Geopulse Insights develops targeting strategies based on the visitor demographics and behaviors during the purchase process. Geopulse Measurement estimates campaign results by correlating ad campaigns with store visits. Fun!
Artificial intelligence has become so common that it barely registers as a product differentiator. That must be frustrating to AI pioneers. If the folks at TinyClues are feeling that pain, they’ve eased it a bit with a $18 million Series B investment in their system, which uses retailers’ first party data to choose the best product for each individual in email, mobile push, direct mail, and Facebook campaigns. The company says its clients have increased campaign revenue by an average of 49%.
The opposite of people-based marketing is content marketing, which markets to anyone interested in a particular topic even if you don’t know their identity. If privacy regulations and other changes make identification harder, you can expect content marketing to grow. That’s presumably the logic behind Sphere, Outbrain’s new, invitation-only network of publishers who will offer their content to each other’s audiences. It’s also positioned as a way for marketers to escape the walled gardens.
Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.