PLG fans rejoice: while product-led growth has received less attention recently than it had been, this Openview report offers lots of interesting data on the topic. Most eye-opening was that PLG is actually a minor source of new customers: the report puts it at 5%, compared with 32% from organic search, another 32% from sales, and 17% from paid marketing.
This Digiday/Wiland survey is mostly about using external data to enhance customer files. It turns out that 57% of companies do it, two-thirds use four or more sources, and 17% use ten or more sources. But the news I found most interesting is that 30% of brands have built their own ID resolution system and another 22% plan to build one. Apparently it’s okay to try this at home.
Attention-based ad measurement is generating a lot of interest these days, largely because traditional viewing measures are increasingly unreliable. Playground xyx uses eye-tracking panel data to measure attention to digital ads. They’ve just teamed with PubMatic to sell audiences optimized for attention.
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.