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.
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.
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.
Salesforce is buying Airkit.ai, 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.