Mobile Banking Moves Past Balance Look-up

A messaging vendor recently told me that mobile wallets are the next big thing in customer interaction. They may have a point: wallets are one of the few ways to reach customers at scale without going through the walled garden vendors (Facebook, Google, Apple, Amazon). This study from financial technology provider Fiserv doesn’t make that particular case but it does give some general information on use of mobile technology for financial services. One big shift: consumers have moved past balance look-ups to complex transactions like bill payment.

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Martech/Adtech Convergence Is Near: Forrester and LiveIntent

June 16, 2017

More than one-third of marketers polled have already begun to integrate martech and adtech, according to a Forrester survey sponsored by LiveIntent, which places advertisements within emails. More than half (57%) expect their own companies to “converge” the technologies within the next two years. The study doesn’t explicitly define what “converging” the technologies would mean or when it became a transitive verb.

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More Measurement Partnerships: Google/MMA and Facebook/Integral Ad Science

June 14, 2017

Measurement partnerships must be in fashion. Measurement specialist Marketing Measurement Analytics (MMA) has joined Google’s Marketing Mix Model Partners program, which gives access to detailed information about ads on Google video, display, and search campaigns. These fuel estimates of campaign impact on online and offline sales. Meanwhile, Facebook and Integral Ad Science have extended their relationship, providing independent measurement of ad viewability and fraud across Facebook, Instagram, and the Facebook Audience Network.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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