It’s no longer news that the pandemic has accelerated digital transformation, but it’s still interesting to see just how much. AppDirect found 69% of B2B marketers had accelerated digital plans or launched new projects, while 89% of CIOs told Dynatrace that digital transformation has sped up.
Today we’ll contemplate that most sublime of mysteries: the mind of the consumer. A carefully designed study from Intent Lab tested whether giving consumers what they wanted – that is, showing them products they are looking for – gives better results than trying to address their underlying goals. Turns out that messages related to goals are more effective.
Mobile attribution vendor AppsFlyer has introduced Incrementality, a solution that runs tests to determine the incremental impact of remarketing programs. Managing hold-out samples is tough, so that’s noteworthy in itself. But I was also intrigued by AppsFlyer’s statement that “attribution and incrementality are completely independent concepts” – the difference, apparently, being that attribution assigns full or fractional revenue “credit” to marketing touches while incrementality estimates the net revenue change resulting from a touch. Got that?
CDP Simon Data has announced the launch of Goals-Based Marketing, initially featuring an AI-powered segmentation workflow. The ultimate goal of this approach is to create revenue-generating customer experiences at scale. The new offering is driven by three AI agentic teams (Strategy Agents, Data Execution Agents, and Revenue Impact Agents) and features Smart Fields and Smart Segments, aimed at uncovering customer behavior patterns.