ActionIQ: A Next Generation Customer Data Platform To Align People, Technology, And Processes

If you’re an enterprise company where you have distributed data in multiple systems, a Customer Data Platform (CDP) is almost a necessity. Systems are often designed towards an internal corporate process or automation… not the ability to view activity or data across the customer journey. Before Customer Data Platforms hit the market, the resources necessary to integrate other platforms inhibited a single record of truth where anyone in the organization can see the activity around

How Publishers Can Prepare A Tech Stack To Reach An Increasingly Fragmented Audience

2021 will make it or break it for publishers. The coming year will double the pressure on media owners, and only the savviest players will stay afloat. Digital advertising as we know it is coming to an end. We are moving to a much more fragmented marketplace, and publishers need to rethink their place in this ecosystem. Publishers will face critical challenges with performance, user identity, and the protection of personal data. In order to

The Identity Puzzle in Customer Data Management

The Consumer Identity Crisis In Hindu mythology, Ravana, the great scholar, and demon king, has ten heads, symbolizing his various powers and knowledge. The heads were indestructible with the ability to morph and regrow. In their battle, Rama, the warrior god, thus must go below Ravana’s heads and aim the arrow at his solitary heart to slay him for good. In modern times, the consumer is a bit like Ravana, not in terms of his

3 Areas of Change for Demand-Side Platforms in 2017

It is safe to say that 2016 became the post queries per second (QPS) era for Demand-Side Platforms (DSP) and cross-channel media buying solutions. Whether a DSP can drive visibility of 500,000 impressions/second or 3 million impressions/second, the availability for purchase became less of a competitive differentiator across all cross-channel media buying platforms. Today, most brands assume that DSPs should automatically be integrated with all the main ad-exchanges while delivering cross-channel reach with at least

Balloons, Bubble Gum, and Martech: Which One Doesn’t Belong?

Unlike balloons and bubble gum, Martech won’t burst when extended to what seems like a breaking point. Instead, the Martech industry will continue to shift and stretch and adjust to change and innovation—just as it’s done over the past several years. It may seem that the industry’s current growth is unsustainable. Many have asked whether the martech industry—distended by more than 3,800 solutions —has hit its tipping point. Our simple answer: No, it hasn’t. Innovation isn’t

The Myth of the DMP in Marketing

Data Management Platforms (DMPs) came on the scene a few years ago and are seen by many as the savior of marketing. Here, they say, we can have the “golden record” for our customers.  In the DMP, vendors promise that you can collect all the information you need for a 360-degree view of the customer. The only problem — it’s just not true. Gartner defines a DMP as Software that ingests data from multiple sources

I Wish Marketers Would Stop Saying This…

Jenn and I visited the headquarters of Genesys this week and got to sit down their their digital marketing team and one of the questions that popped up was if we ever put an infographic behind a registration. We quickly answered that we had never done that before. The Interactive team said they’d done a test with both a whitepaper and infographic and 0% registered and downloaded the whitepaper and 100% registered to view the

What Data-Related Tools Are Marketers Using to Measure and Analyze?

One of the most shared posts we’ve ever written was on what analytics is and the types of analytics tools available to help marketers monitor their performance, analyze opportunities for improvement, and measure response and user behavior. But what tools are marketers using? According to Econsultancy’s latest survey, Marketers utilize web analytics overwhelmingly, then Excel, social analytics, mobile analytics, A/B or multivariate testing, relational databases (SQL), business intelligence platforms, tag management, attribution solutions, campaign automation,