I couldn’t find any other product news worth mentioning, so here’s some “anti-product news” instead: programmatic software vendor Centro found that 51% of marketers and 30% of agencies feel they have too many tools already. Most work with more than a dozen ad tech tools and routinely use several tools that do the same thing. You won’t be surprised that unified measurement and data integration are major pain points.
This notion of consumers selling their own data just won’t go away. This newsletter has covered several vendors and our sister blog Customer Experience Matrix recently took a deeper look. Now here’s a MarTech piece announcing yet another product, from SRAX, and casually mentioning two others, Datum and Data Wallet. As the Customer Experience Matrix piece shows, business models vary considerably and many of these are more about building advertising audiences than paying people for their data. Seller beware.
I wouldn’t usually mention that omnichannel messaging tool Iterable has integrated with direct mail production platform Inkit. But it fits today’s topic and there’s not much else to report. So I just did.
Customer engagement platform Twilio has announced new platform capabilities, including the general availability of Twilio Segment’s Event-Triggered Journeys, supporting personalization based on customer intent signals in real time. In addition, Data Residency (EU) will ensure that email sending and event data are managed within the EU region, both for compliancy and customer trust. WhatsApp Business Calling will enable conversations with customers in another important channel using Twilio’s Programmable Voice Platform.