May 8, 2018

LookBookHQ Relaunches as PathFactory

LookBookHQ Renames as PathFactory and Adds Outcome-Driven Content Recommendations

PathFactory

Content marketing vendor LookBookHQ has expanded its product to select content based on long-term impact on buyer behavior, ingesting data from CRM and marketing automation systems to make this possible. Reflecting a fundamental shift in its business, the company has renamed itself PathFactory.

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Viant Launches Data Lake for Advertising Analysis

Viant

People-based ad targeting company Viant has publicly launched its data lake, which applies Viant’s personal identity information to ad server logs to give analysts with a more complete view of ad results. As this Ad Exchanger article explains with unusual clarity, the data lake is not a Customer Data Platform because it’s basically a jumble of random data that data scientists can dive into as they please.

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Mintent Content Management Platform Adds Free Edition

PR Web

Since we’re looking at product news today, let’s finish with Mintent announcing a free version of their content marketing platform. Mintent manages the nuts-and-bolts of content creation by providing a marketing calendar, workflows, collaboration tools, asset library, and analytics.

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