You may have read some recent articles claiming that personalization is a failure that marketers will or should abandon. Unlikely. If the topic comes up at your company, feel free to cite actual data from Monetate, which found that personalized pages in the U.S. had 5.6 times higher conversion rates than non-personalized pages during the recent Black Friday to Cyber Monday period.
It’s a light news day, Dear Reader, so I’ll stoop to some mild click-baiting with a minor item that puts Adobe in the headline. That being: Adobe has added AMP support to its Campaign email engine. AMP is an open standard that lets emails contain interactive elements such as forms and dynamically updated content. That’s legitimately interesting, although Adobe isn’t the only vendor to support it.
Customer experience vendors highlight their data unification features because disjointed data is a major pain point for their buyers. This Forrester study commissioned by Deloitte Digital makes exactly that point, finding that companies have an average of 28 customer data sources and are struggling to bring them together. Leaders are significantly more likely than laggards to bring customer data management in-house.
Cookieless marketing platform (and CDP) Commanders Act has purchased Adloop, which offers a no-code marketing analytics platform. The deal will add campaign-level performance analytics and media optimization to Commanders Act’s core offering. It’s a good reminder that CDPs are taking a larger role in advertising management.