Good morning, Marketers, a lot to get to today.

I won’t delay you here. We have the latest episode of MarTech Live, on agile marketing, coming up this afternoon. We have a fascinating debate sparked by the previous episode—just how valuable is a single source of truth about a customer?

We also have confusion sparked by Facebook over CCPA, and some eCommerce news. Let’s get to it. 

Kim Davis
Editorial Director,
MarTech Today

 
 
 
Data
 

Should marketers worry about a single source of truth?

There’s a widespread belief that a single view of a customer, across all engagement channels, is a prerequisite for effective marketing. A first step in the direction of a single source of truth about your customers is a centralized repository for that data. That hasn’t been easy to achieve, even in the context of the major CX suites like Adobe, Oracle and Salesforce, where building out the offering through acquisitions led to the challenge of tying customer identities together across a series of specialized clouds.

That led to a race to establish internal CDPs (even if they weren’t always called that) as means of maintaining customer profiles right across the platforms. CDPs have formed a high profile category for at least two years now. The thing is, the definition is broad enough to allow a range of data resources to classify themselves as CDPs.

Some mature brands have taken an alternative route, building out their own data warehouses or data lakes, often incorporating data from across the organization, including back-office data. The challenge then is for marketing teams to analyze and activate relevant data without recourse to data engineers.

One point of view says that the single source of truth, unless it’s really ready for prime time, adds no value, and marketers should consider whether it really adds much to the data available in single systems like email or marketing automation engines. Pat Maigler said as much in a recent episode of MarTech Live.

Watch more here »

 

Webinar Tomorrow! Fuel better business outcomes with a clear data strategy

A clear data strategy is a competitive differentiator. It positions you to deliver the best possible solution as your organization’s needs grow and evolve. With an intentional data strategy, we can better engage with the right audiences, predict trends and customer behaviors all while lowering risk for our business and making every marketing dollar count. Join this webinar where our experts will discuss how to bring valuable data into focus with a well-defined data strategy.

There's still time to register »

 
CCPA
 

Confused by Facebook’s Limited Data Use for CCPA? You’re not alone

Facebook’s response to CCPA, Limited Data Use (LDU), was late and continues to be confusing and challenging for advertisers. You might not even know if your Facebook marketing is CCPA compliant right now. And, if your Facebook results in July looked wonky, Limited Data Use might be to blame.

To recap, for all of July, Facebook suddenly and automatically enabled Limited Data Use in advertisers’ accounts. That effectively flagged all users in California as having submitted “Do not sell my information” requests via your website, limiting your ability to market to them or measure the actions they took from your ads.

Said Simon Poulton, VP of digital intelligence at Wpromote: “It’s quite honestly the greatest amount of overreach I think I’ve ever seen from a platform in terms of what they’re doing — actively hurting themselves in terms of revenue — but really what’s happening is a lot of advertisers are seeing a huge dip because of this. They essentially killed off all remarketing within California.”

Read more here »

 
MarTech Live
 

Today: a look at agile marketing

At time of writing, some seats were left for today’s MarTech Live. Please register to join us for a live discussion and Q&A on agile marketing. If you can’t make it, please watch out for the on-demand edition.

Joining MarTech Today Editorial Director Kim Davis will be Stacey Ackerman, agile coach and founder of Agilify and John Cass, digital strategist and host of the Deep Dive into Agile Marketing Podcast.

Register here »

 

Traveling through 2021? [Survey]

For most marketers, attending in-person events is a key component to their professional development. But COVID-19 has significantly impacted the ability to travel, at least for now. How are you thinking about and planning your 2021-2021 event schedule?

Take the survey »

 
eCommerce
 

SureDone furthers presence on Instagram

SureDone, a listing, inventory and order management platform, has added to its eCommerce services by expanding its presence on Instagram. SureDone now offers checkout capability on Instagram to go along with its current presence on Instagram Shops, Facebook Shops and Facebook Marketplace. 

SureDone’s multi channel platform connects with storefronts and marketplaces, including Amazon, Shopify and Walmart.

Their platform is integrated with a shopping cart feature and an eCommerce website where transactions can be completed in the seller’s separate webstore for cross-selling and upselling opportunities to increase revenue. 

Why we care.  The evolution of eCommerce is unfolding in front of our eyes, accelerated by brands’ need to connect with consumers digitally.

 
Social
 

Add Quora Lead Gen Forms to Promoted Answers

Marketers can now attach lead generation forms to Promoted Answers ads in Quora. When you add a lead gen form to a promoted answers ad, users can sign-up for a newsletter, request a demo, etc. directly from the ad without leaving the platform. 

Why we care. In the highly competitive higher education space, Quora says that The University of Chicago decreased CPL by 63% at 5x the lead volume on the platform after using Lead Gen Forms. Quora often flies under the radar, but it has 300+ million monthly unique visitors and has been steadily investing in its advertising capabilities for performance marketers.

 
 
 
Quote of the Day
 

“Agile marketing is a lot like running a small start-up company. People have to wear many hats, you have a small team, you work quickly and you innovate. If you’re a big corporate giant, this may feel impossible, but thinking and working like a small start-up will help you achieve better agility.” Stacey Ackerman, Agilify.