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.
- Oracle Announces its Own Customer Data Platform – Following on the heels of Salesforce’s introduction of Customer 360, Oracle has announced a Customer Data Platform (CDP) of its own. Branded as ‘CX Unity’, Oracle’s CDP will offer many of the same benefits of existing CDPs – unifying disparate first-party data sources as well as connecting with third-party data sources. Unlike other CDPs, CX Unity will come pre-integrated with the rest of Adobe’s Customer Experience Cloud. This could give the platform a leg up over competitors by having more practical applications for marketers straight out of the box. We expect activity in the CDP space to progress at a rapid pace, especially as more of the large marketing cloud vendors get involved.
- DataRobot Raises Series D Funding: DataRobot is an AI driven platform that builds predictive models giving analysts and data scientist some automated horsepower where manual work was traditionally required. W2O is a customer of DataRobot; we leverage the platform to provide quicker, deeper and more accurate insights for our clients which then inform campaign optimization and measurement. For that reason, we couldn’t be more excited to see how DataRobot will use this latest $100mm funding round to improve the platform.
- Facebook Continues to Tighten Data Use Policies: Continuing a series of changes that have restricted use and access to data, Facebook let advertisers, agencies, and marketing partners know that they would be required to disclose how they share Facebook data amongst themselves. The entire ad tech industry is trying to take steps to secure data in a quickly evolving landscape. For many advertisers who have always played by the rules, this will have no effect other than clamping down on shadier competitors.
- LinkedIn Introduces Tracking Sponsored Content in Google Campaign Manager: LinkedIn and Google bucked the trend of tightening data sharing by integrating directly with each other. Now advertisers will be able to track the performance of their LinkedIn sponsored content alongside the rest of their buys within Google Campaign Manager. This certainly won’t solve all of marketer’s attribution woes, but it is nice to see two large platforms teaming up. At W2O we always encourage client to employ an independent attribution model in addition to platform reporting.
- Amazon is Testing Search-Based Display Targeting: Amazon has been slowly and steadily expanding the capabilities of its DSP to better compete in the crowded market. However, its search data has, until now, stayed within the Amazon.com domain. Recently Amazon has tested making available its search data available for targeting display ads outside of Amazon.com. This could be big news for advertisers looking to see when consumers are in the market for certain products. It also has the potential to take a bite out of Google’s current share of search-based targeting.
Those are the five 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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