Voice search isn’t the technology of the future because it’s already here: 27% of respondents to this Global Web Index survey said they use voice search on mobile each month. Mobile payment usage has grown from 26% in 2016 to 37% in 2018. The study found that different drivers for brand discovery, purchase decisions, and brand advocacy. Much food for thought.
Salesforce.com is buying Datorama, a CDP focused on marketing measurement and optimization. The price was reportedly over $800 million. The deal is the first acquisition of a CDP by one of the major marketing cloud vendors. Salesforce cited “expanded data integration and intelligence” as the benefits.
Unacast tracks the locations of mobile devices (and, implicitly, their owners). TVadSync tracks the TV ads that devices (and their owners) are exposed to and sends retargeting campaigns to them. TVadSync has now integrated Unacast data so it can also relate retail store visits to TV ads and retargeting campaigns.
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.