Smart TV makers are mining their customer data for all it’s worth. Vizio just struck an exclusive deal to share data from 20 million homes with Nielsen, which will use it to validate several of its research panels. As you surely know, Nielsen has been under fire recently for the quality of its TV audience data.
Why should Fortune 500 marketers get all the attention? Email tech vendor Validity just launched a platform that helps small businesses run better email programs at a lower price. Bundled features include sender reputation monitoring, list validation, and inbox placement reports.
Marketing measurement is the topic du jour, Cher Lecteur. We’ll start with marketing analytics giant Kantar, which just bought Copenhagen-based Blackwood Seven. Blackwood provides technology for cookieless ROI measurement and media plan optimization. It’s Kantar’s sixth acquisition since Bain Capital took control in December 2019.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.