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Personalization, Customer Understanding, and Single Customer View Top Marketers’ Priority Lists: Incite Group

Here’s another look at broad industry trends, this time from UK-based research firm Incite Group. They found marketers’ most pressing 2017 priorities are personalization, understanding customers and building a single customer view, which of course means they should all buy Customer Data Platforms. Lowest immediate priorities included futuristic things like artificial intelligence, Internet of Things, and virtual reality, which is understandable, and attribution, which is a bit more disturbing.

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Datalicious Study: 38% of All Touchpoints Missed by Cookie-Based Measurement

June 19, 2017

You surprised me last week, Dear Reader, by downloading more copies than expected of that IAB study on mobile identities and cross-device matching. So here’s more on the topic, this time from CDP vendor and attribution specialist Datalicious. They found that cookie-based measurement is especially bad at tracking the impact of mobile advertising. No surprise but lots of numbers that prove what you suspected.

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GrowthLoop and TransUnion Partner to Optimize Audience Reach

April 19, 2024

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.

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