Customer Experience Matrix

APRIL 11, 2011

Continuing my adventures in online ad measurement, I attended [X+1] ’s NexTargeting Summit last week. The online / offline connection was covered by MarketShare CEO Jon Vein, who presented studies that showed including the “indirect impact” of online display ads can dramatically improve their reported return on investment.

Conference 120

Conference Advertising Channels Ad Frequency Ad Exchange 120

Customer Experience Matrix

FEBRUARY 14, 2007

I know I promised to stop writing about mobile phones, but the headline “The Ad-Free Cellphone May Soon Be Extinct” in today’s The New York Times (February 14, 2007, Business Day , page c5) is irresistible.

Ads 120

Ads Mobile Advertising Television marketing Conference 120

Customer Experience Matrix

AUGUST 30, 2007

In classic marketing mix statistical models, the advertising component is representing by ad spend, or some proxy such as gross rating points or market coverage.

Paid Search Agency 120

Paid Search Agency Ads Cross-Selling Distribution 120

Customer Experience Matrix

JUNE 7, 2007

If they added a mobile-enabled feature that included realtime driving directions, I’d have to give them some sort of award.

Ads 120

Ads Mobile Marketing Promotion Features 120

Customer Experience Matrix

FEBRUARY 1, 2007

Never say never: what about an anti-drunk driving ad your teenager’s bedroom? Or how about subsidizing the cost of a big screen TV with ads sold by the set manufacturer? The set maker’s ads could override those included in the broadcast content, so the number of ads seen by the viewer wouldn’t increase.)

Display 120

Display Ads Ad Building Broadcasting 120

Customer Experience Matrix

DECEMBER 13, 2020

Nearly all device-level targeting can also include location data , adding a dimension that cookies often lack. Retailers like Walmart, Kroger, Target, and CVS have all started their own ad networks , drawing on their own customer data. shoppable video is growing rapidly.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

JANUARY 1, 2019

The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017. New vendors are being added more quickly than existing vendors can grow – so the industry is becoming more fragmented. Yet neither deal is a simple as a large marketing suite adding a CDP module.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

OCTOBER 29, 2023

The Institute added the RealCDP checklist * in 2019 to attach more specifics to the definition in the hopes of helping buyers ensure a system that called itself a CDP could actually support the use cases they expected a CDP to support.

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

Customer Experience Matrix

APRIL 30, 2019

You could also add add products whose purpose is privacy, like ad blockers or proxy servers; the gazillion contenders in the pay-people-to-watch ads industry; privacy-enhancing extensions to standard products such as Google Chrome and Firefox; and, perhaps most prominent, the privacy-centered positioning of Apple.

Privacy Protection 219

Privacy Protection Privacy Eye-Tracking Mobile Advertising 219

Customer Experience Matrix

SEPTEMBER 3, 2018

There’s at least some debate (stoked by interested parties) over whether targeting ads with third party data is really more effective than contextual targeting, which is the latest jargon for putting ads on Web pages related to the product. Then again, business marketing always relied heavily on third party data.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Customer Experience Matrix

APRIL 27, 2020

This still leaves in place the core dynamic of balancing the cost of adding one system with the value of enabling multiple use cases with that system. Value for any given period would include: the one-time cost of adding a new system; the recurring cost of operating active systems, and the value generated by each active use case.

Ad Building 227

Ad Building Paid Search Agency Work Management Marketing Management 227

Customer Experience Matrix

MAY 2, 2021

In these situations, the incremental cost to extend existing systems will be less than the cost of adding a separate CDP, which will unnecessarily (and expensively) duplicate many existing functions. Since it accounts for the bulk of the project cost, the cost to build or buy can’t be very different. Neither should be summarily dismissed.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

OCTOBER 14, 2019

Pre-Internet advertising wasn’t as targeted or measurable as today’s display and social ads, but it did work. It’s even possible that closer attention to ad targeting methods would reduce fraud enough to more than compensate for the loss of third party data. In sum, privacy regulations won't kill targeted marketing.

Privacy 149

Privacy Advertising Agencies Advertisements Advertising 149

Customer Experience Matrix

APRIL 17, 2015

All that being said, the immediate impact of Marketo’s new mobile and ad integration features is modest. Similarly, the advertising features make it simpler to export audiences to receive ads in Facebook , LinkedIn , and Google and to find similar audiences in ad platforms Turn , MediaMath , and Rocketfuel.

Marketo 120

Marketo Enterprise Management Mobile Advertising Salesforce.com 120

Customer Experience Matrix

OCTOBER 16, 2017

Wizaly gets its data primarily from pixels it places on ads and Web pages. These drop cookies to track customers over time and can track ads that are seen, even if they’re not clicked, as well as detailed Web site behaviors. It can import ad costs and ingest offline purchases to use in measuring results.

Paid Search Agency 149

Paid Search Agency Allocation Classified Ads Ideal Customer Profiles 149

Customer Experience Matrix

SEPTEMBER 18, 2023

The martech management section of this year’s survey added a new question about whether companies seek systems that empower business users to execute tasks without technical assistance. This year’s survey added a capabilities question about reading data from an external source without loading it into the CDP.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

MARCH 24, 2015

At pretty much the same moment I was publishing my post on the merger of martech and adtech into madtech , Adobe was announcing its latest marketing products, including a press release on uniting “ Data-driven Marketing and Ad Tech ”. The balance will be added over time. Naturally, this caught my attention. Confused yet?

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

MARCH 4, 2018

We’ve seen considerable CDP activity in Europe – nearly one quarter of the CDPs in the Institute's latest industry update are Europe-based, several others with European roots have added a U.S. But GDPR may be changing the equation and consumer attitudes are certainly adding external pressure. headquarters, and some of U.S.-based

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

FEBRUARY 21, 2014

DemandBase had to build its own engines for real time bidding (RTB) and ad serving (Demand Side Platform or DSP) to support its approach. These can integrate with Demandbase’s own network of Web publishers that will accept its ads and with other ad exchanges that connect to their own, larger publisher networks).

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 3, 2020

I interpret this to mean that these vendors were either adding resources for a push to reach the industry top tier or have already decided they need to be part of something else. The rest all ranked within the fairly narrow band from number eight to number thirty (of 101 total).

Buy 240

Buy Work Management Marketing Management Acquisitions 240

Customer Experience Matrix

JANUARY 27, 2021

As new features are added, platforms increasingly resemble integrated suites. Most of these firms actually started as marketing automation, personalization, or delivery systems and added CDP capabilities later. This pushes platform vendors to add features that save users from the need to install apps.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

MAY 11, 2019

When someone wants to serve an ad to people who like red wine” – he lifted his glass – “they just query devices until they find a profile that fits the description. There’s no set of profiles stored in a file somewhere and no record of which device an ad was served to. That way no one can use it in ways I don’t control. asked Jamie. “In

Privacy 195

Privacy Paid Search Agency Privacy Protection Tagging 195

Customer Experience Matrix

OCTOBER 27, 2019

Wunderman Thompson: many ad agencies have decided to partner with a CDP vendor rather than purchasing one outright. The analysis gets a little confusing here because the big ad holding companies have been purchasing data-based marketing agencies: Dentsu bought Merkle, IPG bought Acxiom, Publicis bought Epsilon.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

AUGUST 31, 2017

to support streaming inputs, machine learning, real time queries, ad hoc analytics, SQL access, and other things that don’t come naturally to Hadoop. A/b tests have been added while analytics and reporting have been enhanced. It also runs on distributed processors that allow fast scaling to meet peak demands.

Elasticity 0

Elasticity Multi-Channel Paid Search Agency Analytics 0

Customer Experience Matrix

JULY 3, 2018

Yesterday brought news that Acxiom had agreed to sell its marketing services business to Interpublic Group , a major ad holding company, for $2.3 At first it seems to buck the trend of private equity firms buying martech companies: see Marketo, Integral Ad Science, Aprimo, and Pitney Bowes.

Work Management 120

Work Management Marketing Management Paid Search Agency Advertising Agencies 120

Customer Experience Matrix

NOVEMBER 6, 2017

Adinton Next we have Adinton , a Barcelona-based firm that specializes in attribution for paid search and social ads. Adinton has pixels to capture Web ad impressions as well as Web site visits. Adinton has API connections to gather data from Google AdWords, Facebook Ads, Bing Ads, AdRoll, RocketFuel, and other advertising channels.

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

AUGUST 25, 2016

As used in this Guide, execution may include direct integration with a delivery system, such as adding a name to a marketing automation campaign, sending a list of cookies and instructions to an ad buying system, or pushing a personalized message to a company Web site.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

JUNE 2, 2018

Sometimes the payment would be in return for viewing ads, completing surveys, or taking other actions. Ad fraud and brand safety. Blockchain is often proposed as a way to eliminate ad fraud by ensuring buyers only pay for ads that are seen by real people. I’m hugely skeptical of this idea.

Marketing Management 120

Marketing Management Marketing Proposals Ad Exchange Copyright 120

Customer Experience Matrix

SEPTEMBER 16, 2017

Take Vizury , a Bangalore-based company that started eight years ago as an retargeting ad bidding platform. Outbound options include email, SMS, Facebook ads, and programmatic display ads. Bids for Facebook and display ads can be managed by Vizury’s own bidding engine, another vestige of its origins.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 120

Customer Experience Matrix

OCTOBER 29, 2017

The application (delivery) layer supports inbound and outbound campaigns, a mobile app, and an ad server for clients who want to sell ads on their own Web sites. The intelligence (decision) layer provides rules, recommendations, visualization, packaged and custom analytics, and reporting.

Enterprise Management 212

Enterprise Management Marketing Management Paid Search Agency Ad Frequency 212

Customer Experience Matrix

JUNE 11, 2019

So Looker is adding another layer of value to Google Cloud, letting it meet more needs of its existing clients. That’s somewhat similar to Intuit’s purpose, but Looker is building applications on top of Google Cloud’s existing, extremely powerful data management capabilities rather than providing a new data management foundation.

Enterprise Management 253

Enterprise Management Marketing Management Analytics Acquisitions 253

Customer Experience Matrix

FEBRUARY 29, 2012

The change from a customer perspective is purposely minimal: existing SAS procedure calls are simply modified by adding a "HP" prefix. The company did announce, very casually, that aiMatch would be extended to include ad buying optimization as well as its current ad-selling optimization.

Analytics 120

Analytics Paid Search Agency Enterprise Management Conference 120

Customer Experience Matrix

MAY 24, 2014

SeeWhy supports retargeting across ad networks, email messages, and during Web site visits, again relying on its ability to assemble a unified profile. ad tech attribution vendors behavioral targeting marketing data management marketing technology technology acquisitions'

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Acquisitions 120

Customer Experience Matrix

DECEMBER 16, 2018

What this means for CDPs is that even vendors who started out simply assembling data or building databases have added applications, typically starting with analytical features such as segmentation, visualization, and predictive modeling, and then moving further towards execution with message selection and experience orchestration.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

FEBRUARY 18, 2018

Some CDP vendors have added GDPR-specific features such as consent gathering, usage tracking, and data review portals. A greater IT role may also reverse the current trend of adding analytical and marketing applications to CDP data management functions. In particular, CDPs focus on first party (i.e., Those are exactly what GDPR needs.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

JULY 31, 2015

The only major changes captured in the new report are the custom table abilities added by Marketo and Ontraport. - Probably the most interesting trend is integration of marketing automation with retargeting and display ad vendors, which has been announced in various forms by Marketo, Oracle, and Adobe.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Paid Search Agency 120

Customer Experience Matrix

JANUARY 19, 2016

The company had been doing this and programmatic ad buying since its start in 2012. It is integrated with major Web ad exchanges, which Weinroth said allows it to potentially bid on 36 million impressions per minute. The system uses a Javascript tag to integrate with company Web sites and third party ad sites.

Automation 120

Automation Classified Ads Paid Search Agency Multi-Channel 120