Good morning, how do you analyze customer data across all your platforms? 

From initial brand awareness to a final purchase, every customer touchpoint has a data point associated with it. In our hyper-connected digital world, it can be challenging for marketers to make sense of the big-picture journey when customer datasets are fragmented across multiple martech platforms. Adobe aims to simplify the process with its latest service – Customer Journey Analytics – which will live under the umbrella of the Adobe Analytics platform.

The new analytics service offers an easy-to-use, interactive analytics interface that enables “anyone in an organization” to work with data – not just data scientists. The platform also includes pre-built AI and ML models from the Adobe Experience Platform, which provides predictive analytics for the customer journey and suggest recommendations for next steps. Additionally, Adobe is implementing Cross-Device Analytics as part of the Journey IQ, which will leverage private device data from the Adobe Experience Platform to analyze behavior from different devices and merge it into a “single stream” of information. 

In other news, Snapchat is upping its viewability measuring capabilities for advertisers through a new integration with DoubleVerify. DoubleVerify provides comprehensive third-party viewability measurement for Snapchat campaigns, with coverage across Snapchat’s Filter, Lens, Snap Ad (display and video) and Story Ad formats. It is the only measurement provider approved to measure viewability on Snapchat Lens campaigns. “Measurement across platforms can vary dramatically,” said DoubleVerify CEO Wayne Gattinella, “DoubleVerify uses consistent evaluation standards across environments — including web, mobile app and social, making it easier for advertisers to benchmark performance across their entire media plan.”

Keep scrolling for more, including why marketers should take a skeptical approach to data and insights. Happy Friday!

Taylor Peterson,
Deputy Editor


We need to be more skeptical about the insights we’re getting

Think about the last statistic someone threw at you, whether that’s on the Captivate monitor in the elevator or the latest medical study you read about. Was your first thought: “I need to know more about how the research was conducted before I take this as truth?” Unless you’re in academia or social science, the answer is probably not. And that’s an issue. 

Every organization wants to better use data to make decisions. Research and surveys are increasingly important as new regulations limit the type of data organizations can collect. But if we’re making decisions based on research, it’s increasingly important to be skeptical of the science behind the numbers. Everyone should have a basic knowledge of social science so they can better identify biased research.

Some questions to consider when looking at research: 1) Where did the research originate, and what are the incentives of that organization? What about other research that’s cited? Don’t forget to look at the footnotes. 2) Are the questions written in a way that’s understandable? Are they leading? 3) Are there too many questions, leading the respondent to go on auto-pilot and give random answers? 4) Is the topic something sensitive that respondents might lie about? Are we asking them to rely entirely on memory?  

No one is expecting a marketer to be an expert in social science – that’s why there are specialists handling research. But if marketers don’t dig under the hood of where the insights come from, they could make major decisions based on faulty intel.

– Amos Budde, VP of Applied Data Science at Civis and MarTech East speaker


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Social Shorts

LinkedIn’s latest update, Facebook’s fake Likes lawsuit and the NFL on YouTube

How to find an expert on LinkedIn. LinkedIn has added a new feature for posting on the platform. Users can now choose a “Find an Expert” button when creating a post that will launch a series of options to define what kind of expert you need. LinkedIn will then automatically add relevant hashtags to the post to help it get more exposure. The feature is currently available within the LinkedIn app on Android and iOS devices, but doesn’t appear to be available on desktop. In related features, LinkedIn recently added the option for SMBs and service providers to list the services they provide directly on their LinkedIn profile, making it possible for users to filter general searches on the platform based on the services they need. 

Facebook settles lawsuit over fake Likes. Facebook has settled a lawsuit it filed against Social Media Series Limited, a New Zealand-based company charged with selling social media bots that generated fake likes on Facebook and Instagram, according to The Verge. The two companies have reached a truce after Facebook charged the company in April with using a variety of names to sell “millions” of automated Likes across its platforms. “We don’t know the terms of this settlement, only that the companies have agreed to resolve this matter,” reports The Verge. 

The NFL heads over to YouTube. On Wednesday, the NFL premiered its “NFL Game Day All-Access” program, a weekly show that will air exclusively on YouTube, offering fans an “intimate” look at the full game day experience through the lens of NFL players and coaches. The first episode featured Seattle Seahawks quarterback Russell Wilson, Arizona head coach Kliff Kingsbury and more. “For players, each game starts well before kickoff and continues after the final whistle,” says NFL Films Senior Executive Ross Ketover, “This series will deliver our fans the best of these moments each week throughout the season.” The shows are produced by NFL Films and run 20-minutes in length. 

What we're reading

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

Are Predictive Analytics Trustworthy?  – CMS Wire

Amazon’s crowdsourced Q&A community Alexa Answers goes live for all – TechCrunch

How video can drive results across the entire marketing funnel – Think with Google

How NBCUniversal’s Denise Colella Is Bringing Targeted Ads To TV – AdExchanger

WPP teams with InMobi to expand mobile marketing reach in India – Mobile Marketer

Amazon Again Tops Brand Loyalty List – Multichannel Merchant

3 Ways Data-Based Marketing Will Change Following Privacy Regulations – AdWeek