As if the marketing landscape weren’t confusing enough, grocery giant Kroger has created 84.51°, an agency that runs marketing programs for packaged goods manufacturers wanting to reach 60 million Kroger-buying households. Channels include in-store advertising, co-branded Web advertising, and a private social network for Kroger’s most engaged customers. Are retailer-based marketing networks the next big thing?
Truth be told, I have no news for you today. But I do have interesting studies about personalization. First is a marketer survey from Sailthru. You can almost hear the teeth grind as they report 75% of marketers think segmentation and personalization are the same thing and 65% believe email response rate is a critical success measure. Even more frustrating: while 91% of respondents personalize their emails, just 44% personalize their Web site and only one quarter personalize mobile Web, social media, or mobile apps. Worth a look.
Here’s another good study, although it’s not about AI.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.