“Embedded analytics” might refer to frisky data scientists, but its proper meaning is analytical features built into a product interface. It’s more common than you may have realized (as, perhaps, are frisky data scientists): 55% of respondents to this ThoughtSpot survey say it’s already part of their products. Improved engagement, revenue, and retention were the most-cited benefits.
Customer data problems are expected to reduce revenue by more than half (56%) of the marketers surveyed by Forrester for Amperity. The study found that personalization (81%) and segment targeting (80%) are the top priorities in choosing a data platform, even though marketers recognize they need to build unified profiles before they can do anything else.
Inflation-challenged marketers are putting a new stress on efficiency, according to this Merkle report. They’re eagerly new channels such as retail media networks and connected TV, while prioritizing creative and analytics investments that can optimize performance in all media. And, yes, they’re worried that privacy changes will impact both targeting and measurement. Download for more interesting insights.
Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.