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.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.