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mParticle Integrates with comScore to Simplify Mobile App Measurement

Speaking of measurement: Customer Data Platform vendor mParticle has added a connector for measurement vendor comScore. This spares developers from embedding comScore’s own System Development Kit (SDK) within their products. mParticle specializes in gathering mobile app data and feeding it to other systems.

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LiveIntent and LiveRamp Share Data to Coordinate Ads in Email and Display

January 31, 2017

Let’s talk about email today, shall we? First, we have an integration of LiveIntent with LiveRamp. In case you’re getting your lives mixed up, LiveIntent inserts advertisements into publisher and brand emails, using predictive analytics to find the best ad for each person. LiveRamp matches email addresses to cookies and other digital identifiers so marketers can send display ads to email customers. The deal will make it easier for marketers target the same people across both media.

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Fishbowl Customer Engagement Platform for Restaurants Acquired by Private Equity Firm

January 27, 2017

Final stop is Fishbowl, a CDP for restaurants. It draws from reservations, online orders, point of sale, email, loyalty, online ordering, and other systems to build a unified database and execute marketing campaigns. Buyer was Symphony Technology Group. Private equity companies have been the main purchasers of marketing technology ventures recently, in contrast to the recent past when small firms went public or were bought by larger vendors. Something to do with a glut of marketing technology products, I suspect. Insight number five. My work here is done.

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Most Marketing Ops Teams Are Centralized: Perkuto Study

August 15, 2022

Have you been debating whether marketing operations should be centralized or decentralized?  Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized.  More here on most- and least-used capabilities and most common weaknesses.  Is “marops” a thing?  “Markops” would be cooler, since it sounds like “marketing cops”.

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