As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.
So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.
That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.
- Adobe, Microsoft and SAP Create Open Data Initiative: Last week Adobe, Microsoft and SAP announced a data sharing initiative that will allow customer to have better interoperability between platforms. This announcement is significant because it shows three industry giants working together where they typically are at odds. It’s also significant because of who is left out of the agreement – namely, Salesforce and Oracle. Adobe, Microsoft and SAP have worked together in the past so it’s hard to say whether this move is a natural extension of their existing relationship, or if they are purposely trying to squeeze out Salesforce and Oracle. Regardless, this move indicates that the ‘big guys’ are taking the lead of smaller platforms and embracing integrations with complimentary players and competitors alike. This undoubtedly good for marketers because there is no single platform that can do everything. So, the easier platforms work together, the easier it is for marketers to achieve their goals.
- Salesforce Continues Push into B2C Marketing with Customer 360: A ‘single view of the customer’ has long been the holy grain for customer data management. Currently, Customer Data Platforms (CDPs) are the best marketing technology tools that exits to achieve this view. Last week, Salesforce released Customer 360 at Dreamforce which claims to provide the coveted single view of the customer. However, unlike CDPs that structure and maintain all of those data in one spot, Customer 360 calls the same data from multiple location upon demand. My personal experiences with CDPs have made me a believer in the existing structure. So, it will be interesting to see how Customer 360 stacks up against its CDP competitors.
- AT&T Unveils Xandr Advertising Platform: Since AT&T acquired AdTech platform AppNexus earlier this year, all eyes have been peeled to see how they would use the acquisition to bolster their advertising and analytics unit. Last week we received a little more information in the way of a brand reveal. AT&T’s new platform will be called Xandr and will introduce inventory for connected TV. Xandr has the potential to bring scale and ubiquity to connected TV in the same way programmatic display acts today. Perhaps more importantly, Xandr will provide anonymized cross-channel data for marketers to perform attribution; something that is getting more and more difficult to come by. Xandr seems to have a lot of promise so our eyes will remain peeled to see if the proposed functionality comes to fruition.
Those are the three pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends
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