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Fast Response More Important Than Customer Knowledge: CMO Council Survey

Maybe consumers aren’t as demanding as we all thought. A survey from the CMO Council found that by far the most commonly attribute mentioned for exceptional customer experience was fast response time (52%). Recognizing the customer’s history at every touchpoint trailed far behind at 12%. One quarter of customers said every touchpoint is already relevant and personalized while another 38% said brands are “almost there”. Happy campers indeed.

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Visual IQ Launches Individual-Level Attribution System

September 6, 2017

Attribution specialist Visual IQ announced a new Marketing Intelligence Platform that works with individual-level data. The system integrates cross-device identifiers, ad impressions, online and offline interactions to build complete customer profiles, enhances these with audience attributes from third party sources, adds marketing cost information, applies multiple attribution techniques, and can forecast future performance. It also includes marketing mix models, TV attribution, native ad bid management. and integration with external real time bidding platforms. Much of the new technology comes from Visual IQ’s acquition of Refined Labs in October 2016.

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Half of MarTech Buyers Don’t Define Requirements: Target Marketing

September 1, 2017

There’s one more funding announcement today but I know you don’t care. So here’s a little pre-Labor Day treat instead: a Target Marketing survey about the martech buying process. Worst news: just 47% of respondents said they create formal requirements before evaluating products. Better news: buyers take time for online research, demonstrations, and trial installations before making a final choice. (If you do care about funding: it was $21.4 million for VideoAmp.)

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Google Kills FLoC, Runs Out of Bird Metaphors, Offers Topics API

January 26, 2022

Google has given up on its FLoC cookie-less targeting initiative, which faced insurmountable privacy objections. The replacement, which mercifully does not reference anything bird-related, is Topics API, which will offer three recent interests for each individual based on sites they have recently visited.  The loss in targeting and tracking power is so huge that you wonder if Google is purposely showing what tighter privacy is costing the industry. Or maybe they’re just kneecapping competitors.

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