Identity-Graph

ID graphs: The path to identity resolution

Among consistently hot marketing subjects like mobile and social, or buzzed-about trends like artificial intelligence and marketing automation, identity is emerging as a key marketing topic. Recognizing customers across devices and stitching that information together into a single view has never…

How the Internet of Things changes everything

The Internet of Things (IoT) has been called the next Industrial Revolution, and it will have a profound effect on how marketers will need to understand, market and track consumers in the years ahead. In fact, BI Intelligence, in a 2015 report, estimated that more than 34 billion devices will be…

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It’s not the trend that you need to watch for. It’s the trend inside the trend.

It’s like when you stand against the waves at the beach. You’re prepared for the really big ones, and you can spot them a mile away. They grow, arrive, you’re ready, and they crash through you. And then you get sucker-punched by the hidden, smaller waves that come right after. It’s that way with…

Branch rolls out a new ‘people-based’ attribution engine

In the days before mobile apps, it was fairly easy to attribute clicks and conversions back to a user’s interaction. But apps do not use the same tracking technology, leaving mobile marketers a few steps behind. Branch’s new attribution engine overcomes those marketing challenges while making for a…

Branch rolls out Universal Ads across mobile, web and native apps

Can an advertiser serve up advertisements across channels that truly target the consumer? With an identity graph that the company says has at least some data from every smartphone user in the country, Branch believes it can. Universal Ads, a new product from the mobile linking platform that does…

MarTech Today: Wizer’s AI-based survey platform, Google Cloud’s new machine learning features & the cinemagraph

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web. From MarTech Today: Startup Wizer releases AI-based marketing survey platform Nov 15, 2016 by Barry Levine By answering the platform’s questions, a marketer…

LiveRamp brings its search targeting to Bing Ads

Almost exactly a year ago, data onboarding and identity resolution provider LiveRamp announced a new people-based search targeting service for IdentityLink. The first effort for that service was designed for Google’s Customer Match. IdentityLink is LiveRamp’s people-based identity resolution…

MarTech Today: Google’s expansion of cloud-based machine learning, AI applied to marketing, & ID graphs

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web. From MarTech Today: Cognitive marketing gets closer with Google’s expansion of its cloud-based machine learning Nov 16, 2016 by Barry Levine Yesterday’s…

Adobe rains down announcements for its Experience Cloud

Adobe offered a deluge of announcements about its Experience Cloud last week at its annual Summit in Las Vegas. Perhaps the most far-reaching one was the launch of a new, unified customer profile called the Experience Cloud Profile, combining customer data from customer relationship management…

Identity is having its moment, but most martech isn’t ready

Have you noticed anything different about the LUMAscape lately? Recently, the imposing cluster of logos representing the marketing technology landscape grew a little denser. Nestled under the data management platform (DMP) category, and to the right of the increasingly hyped customer data platform…

6 reasons why building your own customer data asset is a recipe for marketing success

Customer data. It’s a brand’s special sauce. But right now, there are too many chefs in the kitchen. Marketers are working with multiple technology solutions and partners. Their customer data is strewn among dozens of different platforms, channels, applications and silos. Sure, the capabilities for…

The story of data, Part 2: Where are we now?

Now that we’ve learned a little history about how we got to our present state — in Part 1 of our story of data — let’s assess where exactly we are. And that’s in an era of personalization that started with Amazon recommendations and has blossomed into elaborate journey mapping that can predict…

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