Good morning, I hope you’re having a great week.  

A key challenge facing many of our marketing departments today is gaining a comprehensive view of our customer journeys — especially when it comes to online and offline campaigns. The increasing number of channels through which customers can engage with brands has created unmanageable data sets in some organizations, overwhelming marketers trying to get a handle on their analytics. Adobe is attempting to help marketers stitch together their disparate data sources and make analytics more accessible to organizations with the release of its new Customer Journey Analytics as part of the Adobe Analytics platform.

The new offering gives marketers more control over data analytics by providing what Adobe touts as an easy-to-use, interactive analytics interface that enables “anyone in an organization” to work with data — not limited to analysts and data scientists. Customer Journey Analytics allows brands to view metrics around orders, conversions, visits and more across different channels with a drag-and-drop model.

“From the start, the team developed the Customer Journey Analytics interface with cues taken from Photoshop,” writes Adobe Analytics Product Marketing Manager Nate Smith, “Both are rooted in the concept of layers…In Customer Journey Analytics, the layers are data sets.”

Scroll on for more, including your Pro Tip for improving productivity. Have a great day.

Jennifer Cannon,
Senior Editor

Pro Tip

Here’s how generalist roles can improve productivity

“Agile marketing is all about getting the highest priority work done as a team, not resource utilization. At the end of the day, someone could be utilized 150% and get a lot of work started but nothing done that’s usable,” explains Stacey Ackerman of Agilify. “In order to set up teams for success in agile marketing, roles need to become more generalized. Sure, the graphic designer will be the primary person that does that work, but maybe others on the team can pitch in and help. In agile marketing, we call this becoming a ‘T-shaped’ player, meaning you have a primary skill and two other skills that you can help with when needed for the team to meet its’ goals.”

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Will traditional PPC agencies die out in the age of automation?

Sponsored by Adzooma

Technology and automation have already affected our everyday lives in so many ways and it’s going to have a major impact on PPC too. One company says “bring it on!”

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MarTech Minute

DiscoverOrg integrates ZoomInfo technology, the latest update for Google Fusion Table users

DiscoverOrg announces the launch of its new go-to-market platform, rebranding to ZoomInfo. Following the February acquisition of B2B sales and marketing platform ZoomInfo, DiscoverOrg has combined the two companies’ technologies to design a B2B data source of truth for sales and marketing organizations. The solution, which can be integrated with major sales, marketing and CRM platforms, promises to deliver marketers an actionable, 360-degree view of customers, contacts and opportunities. 

CRM provider shares new market research on sales and marketing initiatives. CRM provider Insightly revealed findings from a survey of over 440 businesses about trends and challenges in marketing. Among the findings, the study found that the majority of businesses (54%) say marketing is very important to their business growth, with nearly one in five reporting they couldn’t run their business without it. That said, 11% do not integrate marketing and sales initiatives, while 42% only do it on occasion. “Having spent more than 20 years of my career in marketing, I have experienced the challenges and critical importance of aligning marketing with sales in order to validate its effectiveness,” added Tony Kavanagh, CMO of Insightly. “By driving a better connection to the ROI of marketing programs, we are ensuring marketing teams (no matter how lean) are maximizing the impact of their efforts and ultimately, boosting the bottom line for the business.”

Google shares update with Google Fusion Tables users. Google shared a progress update with users via email regarding new tools for downloading data, migrating maps and replacement solutions for the soon-to-be-sunset Google Fusion Tables. Initially launched as an experimental project to help users visualize large data sets, particularly on maps, the solution will shut down on December 3, 2019. Google is asking users to download their data before the shutdown date. 

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Can Marketers Use AI-Generated Synthetic Media for Good? – CMS Wire

Voice Technology And CRM: A New Partnership? – Forbes

AI researchers translate language into physical movement – VentureBeat

5 ways cryptocurrency benefits ecommerce – Get Elastic

Is Visual Mapping the Next Google-Apple Battleground? – Street Fight

Using Machine Learning To Break The Cycle Of Bias – AdExchanger

Amazon’s Quantum Ledger Database is now generally available  – Silicon Angle