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October 15, 2020

Google Analytics Adds AI-Based Recommendations

Google Analytics Adds AI-Based Recommendations

Google

Google Analytics is adding AI-based trend discovery and recommendations, cross-channel conversion measurement, and integration with Google advertising products. It’s “privacy-centric by design” in not using cookies or device IDs, although it does leverage the vast personal data stores that Google gathers without sharing. No reason to worry that Google results will favor Google properties. No reason at all.

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Marketers Prefer Best of Breed Over Single Vendor Suites: Merkle Study

Merkle

Even as Google adds services that were once sold by independent vendors, this Merkle study finds that 67% of marketers would rather combine best-of-breed systems than use one vendor’s integrated suite. Then again, 79% would prefer to build their own software than buy it from anyone. Lots more here about martech satisfaction, real-time, and other important topics.

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Yes, Virginia, Ad Personalization Works: MAGNA and IPG Media Lab

MAGNA

Reports of personalization’s death are greatly exaggerated. This exquisitely designed study from MAGNA and IPG Media Lab found different kinds of video ad personalization generated improvements from 5% to 16% in different metrics. Fascinating detail on how subject matter, data type, ad channel, and other variables affect results.

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