Data & Analytics

Retailers leverage customer data to drive personalized experiences – Marketing Article

30-second summary: Slightly more retailers with centralized customer data are satisfied with their arrangement, compared to those with decentralized data, according to a new report from customer data platform (CDP) Arm Treasure Data and others. But about three-quarters of the respondents expect to get a centralized CDP or already have one. Additionally, the report said, retailers are actively mining their various sources of customer data in order to tailor a more personalized customer experience. More companies are satisfied with centralized…

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Data-driven MTA: The only attribution model that counts – Mobile Marketing Article

30-second summary: The main value with MTA is to enable marketers to better distribute their spend and understand the true performance of every touchpoint. The linear model acknowledges that there is more to the customer journey than simply the channel the customer sees at the awareness stage, or that which they use in the step before making their conversion. Time decay attribution is often used with time-sensitive marketing campaigns or when businesses are looking to focus on channels which are…

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Martech in product prototyping: Three critical factors – Marketing Article

New products are introduced in the market almost every day, but not much is heard of the majority after the initial buzz surrounding their launch. It’s too early to classify a product as “good” when no one is buying it yet. Marketing should be a part of the product prototyping and development stage and not an afterthought. In today’s digital society, relying solely on traditional marketing tactics isn’t sufficient. Martech comes to the fore in hitting the right notes. It’s critical…

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Salesforce launches Datorama Marketplace for creating apps with marketing intelligence – Mobile Marketing Article

Last summer, Salesforce announced it was buying marketing intelligence provider Datorama. On Thursday, the CRM giant said that it is launching a Datorama Marketplace to help developers create custom and specialized apps that employ the marketing intelligence platform. And, to get the ball rolling, the company is launching a contest for innovative app ideas, with cash prizes. As we reported after the initial acquisition, “Salesforce’s acquisition of Datorama is significant because it represents a broader trend of consolidation within the…

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