Good morning, will location data rise as cookies crumble?

Managing customer data in a post-cookie world means marketers need to get serious about finding new and better ways to use the first-party data they already have. In an effort to support marketers, location data provider Factual is launching a new product called Data Enrichment, which supplements first-party data with additional audience insights built on mobile-location and real-world behaviors. The company says this allows businesses to gain a deeper understanding of their own customers than first-party data alone can provide. For marketers impacted by CCPA, a tool like Factual’s Data Enrichment could help drive the insights necessary for more effective first-party targeting. 

What happens when CRMs can no longer support your data stack? Ten marketing technology companies (and 190 co-signatories) are leading an initiative to design software that eliminates data silos by shifting away from a CRM-centric approach.

Published in yesterday’s Wall Street Journal, the formal declaration voices a united stance on developing products that don’t lock customers into a solution suite. Instead, they want to build tools that can serve organizations and their departments independently while enabling users to have more freedom to share data. The initiative is being led by Segment co-founder and CEO Peter Reinhardt and includes Airship, Amplitude, Iterable, Mixpanel, Outreach, Pendo, Radar and Tray.io.

Keep scrolling for more news, including a look at which marketing execs are on the move.

Taylor Peterson,
Deputy Editor

 
 
 
Soapbox
 

Digital ads will provide the biggest bang for the political buck

Much has been made of the influence that Facebook ads played in the outcome of the 2016 election. Well, Facebook could conceivably play an even bigger role in 2020 – depending on how long they continue to resist efforts to fact-check their political ads.

It’s all about precision targeting – and digital continues to rule on that front. Recently the Trump reelection campaign launched 338 new Facebook ads in one day, most aimed at people 56 and older. Look for those microtargeted Facebook ads in swing states to potentially play a huge role in the 2020 election.

But the volatility surrounding online political ads could be TV’s salvation. No, television can’t touch digital’s precision targeting. The problem for digital is that all that precision targeting, without much accountability, has made digital itself a potential target of lawmakers spooked by that unchecked influence. We could still see blowback in the form of legislation before Election Day.

In the meantime, it’s not as if TV will lose its influence entirely. When you recall the 2016 election, most of the pivotal moments occurred on TV during debates and other live events. As in sports, live political coverage will remain TV’s trump card.

Lewis Gersh is founder and CEO of PebblePost

 

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On the Move
 

Trustpilot gets a new marketing VP, Oracle recruits a former AWS exec

Trustpilot has named Lauren Lowman VP of global demand creation and Americas marketing. Lowman, who began her career with Trustpilot in product marketing before overseeing demand generation in North America, is the first to step into the newly-created role with the organization. “As we embark on an exciting new year and prepare to launch dozens of initiatives, it was crucial that we aligned our organization in a fashion that ensured the greatest success,” said Don Ross, President of the Americas for Trustpilot.

Oracle has hired the former VP of worldwide marketing for Amazon Web Services (AWS), Ariel Kelman, as its new CMO, reports CNBC. Kelman’s move to Oracle is a likely win for the company which has long been an AWS competitor. Kelman will be replacing Rupal Shah Hollenbeck who recently exited Oracle. According to Kelman’s LinkedIn profile, he was the co-founder and VP of marketing at Ventaso, a customer Message Management (CMM) solution, from 1998 through 2004. Prior to being with AWS, Kelman held roles at Salesforce and MicroStrategy. 

Ben Brewer has been named chief revenue officer for Nintex, a process management and automation solution. He will lead direct and partner sales for new and existing Nintex customers, as well as the company’s global sales organization which is comprised of teams within North America, Europe, the Middle East and Asia Pacific. “We can’t wait to see what Ben and his team will achieve across the global Nintex community in 2020,” said CEO Eric Johnson. Before joining Nintex, Brewer was with SAP Concur, overseeing its SMB division — a unit comprised of 1,100 employees and more than $200 million in annual bookings. 

 

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What we're reading
 

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

Why Marketers Can’t Realize the Full Potential of Their Martech Stack – CMS Wire

Lazy Advertising Thinking Is A Deadly Sin – Forbes

Can revenue-hungry retailers rise to meet digital advertising’s opportunity? – Marketing Dive

DTCs Must Mind The Mid-Funnel Gap As They Look To New Channels For Growth – AdExchanger

44% of TikTok’s all-time downloads were in 2019, but app hasn’t figured out monetization – TechCrunch

Holiday shoppers spent more than $50B via smartphone – Retail Dive

Mozilla lays off 70 people as non-search revenue fails to materialize – Ars Technica

Google sets final timeline for killing and replacing Chrome Apps – 9to5 Google