We’ll cover a broad range of topics today. First is this Demand Spring report on B2B revenue marketing, which includes two particularly intriguing factoids: just 17% of users report more than six tools in their tech stack (seems low), and Hubspot has overtaken Marketo as the most popular marketing automation system (36% vs 25%) (very plausible).
This according to researchers from the University of California at Berkeley, who found the technology enabled them to pick out a single person from 50,000 others with more than 94% accuracy. Impressive, and quite alarming!
Let’s switch to retail media networks. This Integral Ad Science report does a slick job of leading the reader toward their desired conclusion, which is that contextual ads are the best use for retail media dollars. That’s not how I’d naturally read the report, which finds that buyers pay the most attention to ads for products that are on sale (51%). It also makes no mention of leveraging first party data, except to note that advertisers list it as the most important retail media opportunity.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.