Fifty seven percent of companies polled in this Merkle study are personalizing experiences in at least five channels and 59% have a consolidated customer profile. But consumers are not impressed: just 35% say that marketing and advertising meets their needs. Lots more here on CDP adoption, who’s in charge of CX, and obstacles to using data.
As adtech vendors scramble for cookie substitutes, it’s easy to confuse ID systems used for targeting and systems for attribution. The big difference is that targeting systems need to identify as many people as possible while attribution systems can use a sample. Nielsen’s ID resolution system, announced last November, is aimed squarely at attribution: it uses first party data such as email addresses and device IDs to build a comprehensive picture of behaviors for a limited set of people and then validates the results against Nielsen panel data. They just... Read More >
Investors are clearly impressed with Highspot. The sales enablement company just raised a $200 million Series E, doubling its previous total of $197 million and valuing the company at $2.3 billion. Highspot says that usage also doubled from 2019 to 2020.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.