Not everyone is jumping on the build-it-yourself bandwagon. Digital marketing platform Maropost has added e-commerce capabilities to create a unified marketing and commerce package. The company says its system is “the first platform to offer a 360-degree view into a customer’s touchpoints, communications and purchase history”. But I’m pretty sure that’s been done before.
Testing platform Optimizely has added an ability to integrate external behavioral data, giving users a more complete view of test impacts. The new feature tracks the tests received by each individual and then ingests data from other systems about their behaviors. This breezily assumes that your other systems can give Optimizely a personal identifier to tie everything together. Easier said than done.
But don’t abandon mobile just yet. When you take non-video ads into account, it’s still king: eMarketer reports mobile will account for $87 billion in U.S. media spend this year. That’s two-thirds of all digital advertising and just over one-third of the entire total ($238 billion). eMarketer pegs non-digital TV at just $71 billion.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.