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Omnichannel Marketers Struggle with Measurement: Amazon Ads Study

Most marketers would probably define “omnichannel” as covering all channels and all customer life stages. But this Amazon Ads report focuses almost exclusively on media channels. Despite that, it offers some interesting insights: channel measurement is the biggest challenge; building trust and loyalty is the most important goal (although higher sales is a very close second), and 35% have a single team that manages all omnichannel campaigns.

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CDP Institute Offers Free Build, Buy or Compose Training Course

April 5, 2023

The CDP Institute has released the second in its series of CDP-related online training courses, this one aimed at companies deciding whether to build, buy, or “compose” a CDP from packaged products. We think it’s a uniquely complete and balanced view of the topic, but we’re obviously biased. What we can say for certain is it’s free, thanks to funding from Lytics and mParticle, and you get a nifty Certificate of Completion when you finish.

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Amperity Launches New Lakehouse Offering

May 17, 2024

Amperity has launched Lakehouse CDP,  which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks.  Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.

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