Hello World!
Cutting through the clutter , here are the most important updates from marketing technology industry in the last week.
User Acquisition
Higher Match Rates & Improved Ad Measurement from MediaMath & LiveRamp
After Apple killed IDFA the digital ad industry this news should paint the future ahead. LiveRamp announced successful integration of MediaMath‘s bidding infrastructure with their IdentityLink (IDL) . The partnership promises to enhance overall match rates which should lead to relevant ads for users across all devices. Brands can access IDL’s exposure logs to measure delivery & interaction of ads , driving measurement transparency & preventing any data loss during delivery. For Digital Leaders such integration should drive confidence & visibility to their digital advertising investments.
3D Immersive Google Ad Experiences on Display & Video 360
Released in beta last year that lead to great success, Swirl is now generally available on Google Ads Display & Video 360. Beyond viewing an image or video, Swirl allows users to interact with the product as if it is physically in front of them. Left ad (yes its an ad) is an example of Swirl implemented by Nissan Spain, saw engagement rates 8X more than rich media benchmarks for the automotive vertical. Start Swirl Now
Activate
Updated Adobe Client Data Layer with Bug Fixes
One of the biggest updates to MarTech industry in 2020 has been the release of Adobe Client Data Layer. If you are involved in implementation of MarTech on websites, you would recognize the pain of data layer development. Using a client-side event-driven data store, it helps data layer implementation super fast and super easy irrespective of any data formats. Last week an updated version of the functionality was released after some minor bug fixes. Implement Now!
Adobe Sensei for Content Creators
Being a blogger myself and having worked with Digital Leaders across the globe, selecting images & text for a personalized experience is a stressful task. To help the common experience maker Adobe are showcasing Project Snippets in Adobe Experience Manager. Based on the content created, it promises to recommend variations of personalized content for the audiences. Further, these variations can be personalized at scale leveraging Adobe Audience Managers’ segmentation capabilities. Here’s more
ServiceNow Powers Zoom Phones
Zoom released new HaaS offering that allowed customers to deploy communication experiences using phone & meeting room hardware. Using their existing implementation of ServiceNow’s Customer Service Management, enterprise customers can access professional services & customer support for these offerings. Taking the partnership further, ServiceNow plans to replace their phones with Zoom Phones & standardize internal communications with Zoom. Amazing partnerships that benefit enterprise customers.
Measure
New Predictive Capabilities in Google Analytics
Last week Google Analytics launched two new predictive metrics to App & Web Properties. First up, Purchase Probability – predicts propensity to purchase or likelihood to convert in the next 7 days based on past visitor behavior. Second, Churn Probability – predicts recently active users who would not visit your digital properties in the next 7 days. These metrics would then propagate towards Predictive Audiences in Audience Builder to control your advertising accordingly. Activate Now!
SalesForce Survey Shows COVID19 impacts
Our friends at SalesForce Research are surveying a representative sample of general businesses & individuals – consumer & workforce to understand impacts of pandemic. From the insights, digital leaders have unbiased actions to meet the gap, check out the Tableau dashboard. Two key insights that have been consistent since they have started :
- Organic Digital Adoption : Consumers are moving away from brick & mortar stores and adopting digital as their first channel for consumption.
- Uptick in Customer Service Needs : Despite lockdowns , communication gaps & confusion around them, enterprises have registered an uptick in need for customer service. Beyond bots, enterprises understand the need for a human voice at the other end of the line for the confused locked down customer.
Images used are copyright of the referenced brands and their press release/blogpost. For any feedback/queries please reach me directly at sagar@sagarmandal.com