Using simulated humans rather than real ones to test marketing ideas apparently works just fine. Interpublic Group reports their Acxiom unit has used worked with simulation expert Aaru to select campaign audiences and messages with good results. The companies are now expanding their relationship to add predictive simulation to campaign design models in Interpublic’s Interact marketing platform.
We somehow missed B2B data compiler HG Insights’ June acquisition of software review site TrustRadius but at least we’re on top of their latest news: they are buying sales intelligence vendor MadKudu and combining everything into a “Revenue Growth Agentic Ecosystem.” MadKudu brings CDP-style data integration, no-code agent creation, and connectivity across enterprise AI systems including Microsoft Copilot, Salesforce Agentforce, ChatGPT and Perplexity.
Here’s a rare marketing study based on actual campaign results. Netcore Cloud analyzed their top 1,000 campaigns to find what’s working. The conclusions won’t necessarily surprise you: consumers want value, convenience, and service, and marketers are getting good value from AI-driven personalization. But it’s nice to know they’re real.
CDP Zeta Global has unveiled Athena, a “superintelligent” voice-activated interface that delivers instant answers, smarter decisions, and agentic actions throughout the Zeta platform. It activates a suite of agentic apps that can adapt to each user’s specific goals and styles. Early access will begin later this year, with a suite of agentic apps to follow in the first half of next year.