Should marketers give purchase data more weightage when building out customer profiles? If so, what best practices should they keep in mind. Unlock the tips to this and more in this week’s marketing and martech highlights:

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MarTech Quote-of-the-Week!

Today, businesses use publisher and partner networks, particularly through affiliate marketing and referral programs, to boost brand growth. These models offer a stable and measurable approach to customer acquisition. Unlike uncertain advertising channels like Facebook, affiliate marketing allows businesses to estimate their expenses and potential revenue.

–Alexander Bachmann, CEO of Mitgo

 Top MarTech News of The Week: 14^th August to 18^th August 2023

• GoDaddy Studio Adds AI-Powered Instant Video Capabilities, Helping Entrepreneurs Quickly Create Engaging Videos to Grow their Businesses
• Dialpad Launches DialpadGPT, the First Generative AI Built for Enterprises of All Sizes
• Inbenta Acquires Horizn, Adding Interactive Product Demos to Inbenta’s Customer Experience Platform
• Sendbird and LiveRamp Partner to Enable Marketers to Personalize Every Experience by Connecting First-Party Data While Enhancing Privacy
• Healthline Media’s Attribute: A Groundbreaking First-Party Data Platform Optimizing Advertisers’ Performance
• Agility Launches New Native Bynder App to Streamline Creative Operations for Marketing Teams
• AppsFlyer Launches Dynamic Query Engine for Its Data Clean Room
• Fullpath Launches Integration with Invoca, Enriching Automotive Customer Profile Data with Conversation Intelligence to Drive Digital Marketing and Sales
• Klaviyo Launches Klaviyo CDP to Provide Businesses with a Central Source of Truth for Marketing and Analysis
• All-New Adobe Express With Firefly Brings Generative AI to Creators Worldwide
• Teikametrics Announces Two Senior Hires and New AI Enhancements to Its Flywheel 2.0 Platform
• InMobi Acquires Quantcast Choice to Enhance Frictionless Consent Management for Publishers
• tvScientific Launches Cost-Per-Outcome CTV Ad Buying Through Partners

MarTech QnA with the Expert

Instead of building up a personal profile for customers, purchase data allows you to develop a consumer profile, purely collecting data on what they buy rather than profiling who they are. That’s not only less intrusive, it’s also more effective.

–Anil Malhotra, Chief Marketing Officer at Bango

MarTech Articles on GTM Fundamentals, Product-driven Marketing, The Effect of AI and more!

• From Crisis to Connection: How Media Trends Can Help Shape ESG Communication
• Adopt AI, or be left behind
• Missing the Moment: Pitfalls of Over Reliance on Campaign and Product-Driven Marketing
• Tech Touchdowns: 6 Winning Tips For Sports Marketers
• ClearLine, OpenPath, and the Future of the Publisher-Buyer Relationship
• B2B Go-to Market Fundamentals and Best Practices
• First Party Data: What Marketers Are Missing
• More About Automated Data Analytics

Missed The Latest Episode of The SalesStar Podcast? Have a quick listen here!

Episode 179: The Impact of Al in Sales and Marketing with Ketan Karkhanis, EVP & GM, Sales Cloud, Salesforce

Episode 178: RevOps and Revenue Generation Best Practices with Derrick Herbst, Director-Business Transformation at Conga

Episode 177: Marketing Automation and Marketing Ops Tips with Raja Walia Founder and CEO of GNW Consulting