I was a bit disappointed when this Claravine report on “marketing data standards” turned out to focus narrowly on ad content and campaign data. Still, it’s intriguing that advertisers estimate that 25% of ads serve consumers the wrong creative, and agencies peg that number at 30%. CDPs rank fourth on the list of systems used for data standards, behind DSP, CRM, and DAM but ahead of CMS, data clouds, and marketing automation.
Nearly every B2B SaaS company (92%) offers some flavor of a free product offer, according to this survey from Paddle. They also found that 94% update their pricing at least once per year, and the most popular packaging strategies are good/better/best (41%) and all-inclusive (31%). Download for more interesting answers to questions you never thought to ask.
If you’re still looking for a Halloween costume, maybe a creepy privacy theme is the way to go. Lots of choices, whether you want to go as a spying car, a furtive robot, or a globally connected refrigerator, you can scare friends and neighbors who may not realize just how thoroughly and rapidly their privacy is being taken away. Mozilla, which has been tracking corporate privacy for fifteen years, is now setting benchmarks and will identify trends.
Retail and hospitality customer engagement platform Givex has added the ability to create comprehensive customer profiles that include interaction data from other systems. The new product, GivexEngageAI, also develops customer segments, executes marketing campaigns, and recommends next best actions. The company refers to it as a CDP and it does appear to tick all of our boxes.