TouchCR also builds unified customer profiles, along with customer scoring and segmentation. It has just unbundled key services including customer data merge and integration, scoring, journey state reporting, and dashboards. TouchCR is focused on ecommerce clients and integrates with all Salesforce.com products.
Today’s lesson: Personalization is cool but omni-channel personalization is even cooler. Exhibit A is Iterable, which has expanded the reach of its “growth marketing platform” with connectors for direct mail, web push, rich content mobile push and Facebook and Instagram Custom Audiences. Iterable’s core functionality is to send segments and personalized messages to external systems for delivery. It works with any type of data but doesn’t manage a unified database on its own.
Can ad exchange bids provide a useful source of location data? A study from Placed, which captures location data from apps, found that only about 1% of ad exchange bid requests provide out-of-home locations accurate enough to measure in-store traffic. It’s self-serving but nevertheless worth reading for an excellent explanation of the data quality issues.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.