Mobile-first marketing automation and loyalty platform SessionM has acquired LoyalTree, which provides integrated point-of-sale marketing software. The prize is LoyalTree’s API, which will let SessionM deliver its omnichannel campaigns through point-of-sale systems from NCR, Oracle, POSitouch, and others. Data will also flow back to SessionM to enrich its customer profiles and link marketing campaigns with in-store purchases.
Neustar, one of the leaders in building cross-channel customer identities, has launched a Data Directory make it easier for marketers to build custom audiences with Neustar and third party data. Scope is digital advertising across display, mobile, social, and interactive TV channels.
If having execution systems that can use improved customer data is one big obstacle to making CDPs valuable, another is being able to actually generate enough different content versions to take advantage of all that precise targeting. Criteo is stepping into that gap, at least for digital advertising, with an ad creation technology that automatically generates contextually-optimized personalized ads tailored to users’ real-time shopping behavior. The company says its tests showed up to 15% higher sales. Note that “up to”.
Incrmntal has released its Explorer platform, which uses “causal AI” to estimate the incremental impact of advertising investments. What’s magic is the incremental measurements happen without marketers needing to set up incremental impact tests. The system can also suggest the best place to spend your next ad dollar.