This Acquia study finds the top digital CX success factor is gathering enough preference data from consumers (35%), and the second-ranked is creating enough personalized content (24%).  Over-all, 98% say their return on martech tools has improved in 2023, but 66% in the U.S. still say their martech holds them back to at least some extent.  CDP ranks seventh of eighteen tools with the biggest positive impact on CX.

In case you weren’t confused enough, CTV can also refer to Convergent TV.  That’s how it’s used by Comcast Advertising-owned AudienceXpress, which sells across all screens.  They just arranged for Epsilon clients to use their own first-party data and Epsilon’s third-party data for selection, targeting, and results measurement against AudienceXpress audiences.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.