Data clean rooms are everywhere these days. The latest sighting is data collaboration platform and clean room InfoSum canoodling with WPP Choreograph’s AmeriLINK consumer database to support campaign planning and audience profiling for GroupM. GroupM, owned by WPP, is the world’s largest media buying agency.
Hibu, an H.I.G. Capital company, has completed the acquisition of RevLocal, a digital marketing platform serving local and multi-location brands across the U.S. Hibu offers digital marketing services to some 70,000 SMBs. Hibu expects to grow through acquiring not only RevLocal’s talent, but of course its customers as well.
Data collection has always been a stumbling block for marketing mix modeling. Marketing mix platform Keen Decision Systems is easing the way by partnering with TapClicks, a marketing cloud and data management platform. TapClicks customers will be able easily to upload data into Keen’s marketing mix platform and Keen will push marketing mix results back into TapClicks to support campaign decision-making.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.