Good morning, do you use personalization in your marketing? 

Personalization: everybody’s talking about it, but who is doing it? Well, Community Health Network (CHN) – An Indiana-based healthcare system – is proof that personalization has value in just about every sector, even healthcare. (And that’s saying something given the strict limits of HIPPA laws.)

To scale its personalization approach, CHN integrated CRM data and paid social campaigns to its personalization platform in order to measure content and personas, then defined UTM parameters to track site interactions with on-page content. Ultimately, their findings revealed that each persona had very different goals based on the calls-to-action they engaged with. 

To put it all into context: A small team of three digital marketers owns CHN’s entire personalization efforts from end-to-end. The team is constantly testing and measuring different content variations against their audiences. The tools they use enable the team to scale their execution on a level that helps healthcare consumers and patients to quickly find the resources and local services they need. If they can do it given the limitations around resources and patient privacy regulations – you probably can too. Here’s a basic approach to getting started.  

In other news, Marketo’s February 2020 release notes feature updates to its account-based marketing (ABM) tools and Core Marketo Engage platform. FYI: this could impact marketing and sales users. The updates were mostly a result of upgrades on Marketo’s API Calls application, which Marketo has been working to improve stability and enable smoother integrations.

Salesforce is acquiring the software company Vlocity for $1.3 billion, an announcement that came as part of the company’s latest earnings report. Vlocity develops software that sits atop Salesforce’s platform and is tailored for customers in industries such as communications, media and entertainment and insurance. 

Below you’ll find updates on the latest social news and a list of five benefits you’ll get from visualizing your martech stack. 

Taylor Peterson, 
Deputy Editor

The Stackies are Coming!

Here are five reasons why you should visualize your martech stack:

  1. You’ll spot redundant or outdated tools and technologies.
  2. Filling in integrations and connection points will highlight gaps in your marketing flow and potential issues within your customer journey.
  3. It’s a terrific collaborative exercise: You’ll talk to folks outside your department — always a good idea with side benefits!
  4. It helps onboarding new hires and consultants.
  5. It will help your marketing teams understand your stack and integrations, and enable them to step back to see your stack from a different perspective.

Enter today. Support Girls Who Code. There’s still time.


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Social Shorts

Facebook acquires Sanzaru Games, Twitter opens new feature to developers, TikTok tries to catch up with its rivals

Facebook gets deeper into AR. On Tuesday, Facebook announced it has acquired Sanzaru Games – the VR studio behind the development of “Asgard’s Wrath” (an all-time fan-favorite on the Oculus Rift). Terms of the deal weren’t disclosed, TechCrunch reports, but the studio will continue to operate its offices in the U.S. and Canada. Facebook has been readying its AR capabilities by snapping up a handful of AR gaming companies (namely, Oculus in 2014) and launching its own platform – Spark AR – in 2019. At this rate, Facebook could quickly creep in as the market leader in the AR space given its never-ending supply of developer resources and technical reserves. 

Twitter opens ‘Hide Replies’ to developers. Twitter is making Hide Replies available to its developer community, giving developers the ability to create tools that make it easier and more efficient for users to hide replies to their tweets. The feature first started rolling out for users last September but wasn’t available to developers at the time. 

TikTok’s new sticker feature. The video-sharing app beloved by Gen Z is out with a new sticker pinning option that gives users more creative options in their videos, Social Media Today reports. It enables you to attach a sticker to an object in the clip, which will stay in place relative to its size and location in the video. Sound familiar? That’s because Instagram and Snapchat already do this. TikTok is likely just playing catch up. Give the people what they want, right? 


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What we're reading

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

How to Use Google Analytics to Renew Content Marketing – CMS Wire

Google to invest over $10 billion in 2020 on U.S. data centers, offices – Reuters

Why social networks want even more gaming – TechCrunch

UTM Parameters: A Complete Guide for Traffic Attribution – Conversion XL

What Does Customer Experience Mean in a Voice-First World? – Street Fight

Companies face a ‘paradox’ between digital personalization and data privacy – Retail Dive

Future-Proofing Audience Strategies As Cookies Crumble – AdExchanger