Looking for something more rigorous than patterns or correlations? How about multivariate testing using artificial intelligence and genetic algorithms to optimize conversion rates? In this stellar blog post, Neal Cole of digital agency Conversion Uplift explains the workings of Sentient Ascend’s testing system. Worth knowing.
We’re all familiar with Gartner’s 2011 prediction http://ism7505.business.wayne.edu/Week1/doc/january_3_cmoasbuyingcenter_lmclellan.pdf that CMOs will spend more on IT than CIOs by 2017.
Back to Customer Data Platforms. Here’s a McKinsey article that delightfully calls data activation and personalization “the heartbeat of modern marketing” and then positions CDPs as “solving the ongoing challenge of true personalization”. They describe CDPs as including analytics and decisioning, which is broader than the CDP Institute’s definition. But it’s still a great endorsement. Related: the Customer Experience Matrix blog just published a graphic showing how CDPs relate to other marketing systems.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.