Majority of Marketers Now use Multi-Touch Attribution: MMA Global

For the first time ever, more than half (53%) of the marketers answering MMA Global’s State of Attribution survey said they’re using multi-touch attribution (MTA).  Users report an 8% return on investment increase from MTA and 71% say it’s a critical part of their measurement toolkit, along with media mix models and experiments.  But many are concerned that tracking restrictions with make the necessary data less available.

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Flip Raises $60 Million Series B for TikTok-Like Ecommerce

July 20, 2022

Flip bills itself as “the next-generation e-commerce platform combining a TikTok-like discovery experience with a premium e-commerce service”.  I’m not sure what that means but its website features a lot of people waving around products while talking to a camera.  It’s pretty intense but enough people like it that the company just raised a $60 million Series B, raising total funding to $92 million.

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Lack of Training Holds Back Marketing AI Deployment: Marketing AI Institute

July 19, 2022

More than half (51%) of the respondents to this Marketing AI Institute survey said they think artificial intelligence is very or critically important to their success in the next twelve months.  But just 29% of respondents are confident in their AI knowledge and 81% say their company doesn’t provide training on the subject.  Personalized consumer experiences (41%) and better insights (40%) are effectively tied as the most common marketing AI applications.

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Salesforce Buys for Automated Customer Service

September 22, 2023

Salesforce is buying, which builds low-code, AI-powered e-commerce customer service agents.  You might have thought Salesforce could already do that, but presumably Airkit does it better.  It doesn’t hurt that the company founders sold a previous business to Salesforce, the company was partly funded by Salesforce Ventures, and the product is already listed on AppExchange.  Price was not announced.

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