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.
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.
Creativity is the ultimate driver of business growth, say 89% of CMOs in this Dentsu Creative survey. But their focus is on technology: 65% say tech that enhances the brand idea is important, compared with just 51% citing a powerful organizing idea. Similarly, 65% are investing in data analytics to inform creative, more than using AI, social listening, or Gen-Z research. Skepticism about AI has fallen sharply: just 49% now think AI won’t be able to create ads that move people, compared with 67% in last year’s survey.
Enterprise AI vendor Uniphore has acquired CDP ActionIQ and cloud data engineering system Infoworks. The combination of products will create a Zero Data AI Cloud that simplifies AI deployments by enabling companies to access data for AI projects without moving it from existing systems. Prices were not announced.