Back in April, Experian announced it was selling a majority stake its cross-channel marketing unit to Vector Capital and Peter McCormick, co-founder of ExactTarget. The new company just announced its name will be Cheetah Digital, restoring the CheetahMail brand that was the core of the Experian unit. The new operation will offer a SaaS-based digital marketing platform that assembles customer data and executes cross-channel campaigns.
One big change since CheetahMail was founded in 1999 is that emails can now update their contents each time they’re opened by calling external servers. Powerinbox uses this to embed targeted ads within emails. The company licenses the technology to email service providers and has now launched a premium ad network of its own called InboxChoice.
Email marketers just want to do better email. A survey from email vendor Emma found that 37% said they most want to do more targeted marketing, compared with just 23% who wanted to do cross-channel campaigns. Automating more work and content testing tied for last at 12%. The biggest barriers were lack of staff (34%) and time (30%), far ahead of inadequate data (16%) or software (10%). Other interesting data in there too.
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