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.
Mobile marketing platform Attentive joins the martech throng putting together a complete solution featuring data cloud Snowflake. Based on Snowflake Marketplace, the feature will allow joint customers to create a data loop, activating first-party data from Snowflake in the Attentive platform and sending performance data back to Snowflake for analysis. Attentive will also be able to feed customer interactions, including conversations, back to Snowflake.