Last week, David blogged about our upcoming webinar with Zeta Global during which we’ll be digging into our 2018 consumer survey data and highlighting buying patterns, attitudes, and behaviors. It’s going to be an excellent session – we’ll go deep and wide – but I wanted to take this opportunity to highlight a single data point that all marketers need to be mindful of, especially during the holidays: message frequency.
Many consumers do not appreciate the increased volumes of irrelevant email they receive over the holidays, especially as more consumers engage with their email predominantly through their mobile device. Over half the consumers we surveyed reported that they received messages from brands at too fast a cadence and 36% said that the messages they received were not relevant and thus irritating. Twenty-three percent reported that messages they received on their phones weren’t formatted optimally for the small screen, which is surprising to me and concerning, to say the least.
Tune in next week to get the full picture and our take, but until then, send smart: manage your message cadence carefully and ensure the content you share is engaging and driving positive customer experiences – this holiday more users are going to be on devices and reaching for wallets after they’ve reached for their phone.
Nearly twenty thousand data lovers have been letting the good times roll this week in New Orleans and getting the latest from Tableau, one of the stalwarts of the data visualization space. Those who made it to the big easy have been treated to some big news as they took in over three hundred and fifty sessions totaling over six hundred hours of educational content and several significant product announcements.
Some of the highlights from NOLA have included:
- Ask Data – a new way to engage with the platform that leverages natural language processing to enable customers to ask questions and engage with the platform in a conversational manner. Users can now type in queries such as “what are top performing SKU’s?” and get interactive visualizations that are driven by user intent not merely keywords.
- Tableau Prep Conductor – is a separately licensed add-on that is available as part of the most recent beta release which allows users to centralize the administration, scheduling, and monitoring of data prep flows in a scalable environment.
- Amazon Web Services Initiative – the initiative expands on the existing relationship and integrations between Tableau and AWS Services including Amazon Redshift, Amazon Athena, Amazon EMR, and more.
- $100 Million Granted to Address Global Challenges – the company announced that between now and 2025 they will grant $100 million in software, training, and financial support to address issues such as combating diseases globally, bringing clean water to kids living in developing countries, and reducing veteran homelessness across the United States.
Check out highlights and videos from the conference here.
(disclaimer: my wife works for Tableau)
Over the past several weeks, we at TRG have been deep in the weeds researching our soon to be published 2018 Email Agency Buyer’s Guide, and this year’s participants include some of the absolute best and brightest in the space. Agencies in the guide this year include BrightWave, DEG, Inbox Marketer, Trendline Interactive, and Yes Marketing.
Our process includes detailed questionaries completed by each agency, ninety-minute demos during which agencies present their best work, and reference calls with a handful of clients which yield valuable customer satisfaction data. We are still working to synthesize and analyze the data, but what we’ve seen to date has been extremely impressive.
This year we invited agencies to show us their best stuff while maintaining a focus on three primary themes: strategy, data, and analysis/measurement. Like the competitors currently battling it out on the field for the pennant, these agencies have been going deep. The research will highlight how these agencies are driving home runs for their clients in the form of serious business value and positive customer experiences.
The research will be available for our Research Subscribers and direct purchase. Vendor profiles will be in the next issue of The Marketer Quarterly.
Dreamforce kicked off in earnest yesterday, grinding traffic south of market down to a crawl, and ushering in a series of exciting announcements about Salesforce products and services.
At the top of the list was news about Salesforce Customer 360 which “comprises a set of powerful platform services that will enhance data management across Salesforce apps and provide instant access to consistent, reconciled customer data.” This sounds very much like functionality being offered by many of the Customer Data Platforms (CDPs) we reviewed in our recent CDP Buyer’s Guide, and I am very much looking forward to learning more.
Also on tap yesterday was big news about a new strategic partnership between Salesforce and Apple, with plans to redesign Salesforce mobile apps to more fully embrace iOS and plans for new tools that will allow Salesforce developers to build their own native apps with a new Salesforce Mobile SDK for iOS.
Today is all about Einstein, with the Einstein AI keynote, and a series of in-depth conversations focused on Artificial Intelligence. Addressing topics like “How AI Has Changed the Future of Work,” “How AI Will Drive Business Transformation,” and featuring an “AI Dreamtalk with will.i.am,” audiences today will hear a lot about how Einstein can help them drive business objectives.
If you couldn’t make it to SF this week for the conference, you can tune in to much of the content via live broadcast here, and I’ll be following up with another post after the conference that highlights the best stuff.
Industry analysts attend a lot of conferences. We participate in a wide range of industry events, vendor events, and trade shows of all sorts. Sometimes the travel and long days are rough, but the tradeoff is exposure to new technology and access to the people who built and use it, which is highly valuable no matter what business you’re in. As I work with David to plan our 2019 event schedule, here are a few upcoming conferences that are on our radar and may be worth considering for you.
- Dreamforce – September 25-28 – If you haven’t already booked your hotel room for this year’s Dreamforce, you’ll likely be staying in Sacremento. The city of San Francisco will be overrun next week for the largest vendor event of its kind; if you’ve never been, you should consider it for next year.
- Email Spotlight – October 10 – Hosted by BrightWave, this single evening event coming up in Atlanta will feature 15+ leading email vendors and is sure to be excellent [David will be participating].
- Email Insider Summit – December 9-12 – Produced by MediaPost and hosted at the beautiful Stein Eriksen Lodge in Park City, Utah, this is a great place to connect [and re-connect] with many of the top minds in the space; always plenty of cocktail and chairlift time.
- Email Evolution Conference – April 24 – 26 – David and I have been attending and participating in EEC since its inception and it has always been an excellent event. This year will be the first in Savannah.
- EiQ – March 14 – Billed as ‘The Intelligent Email Gathering,” David and I have been in attendance and participated in previous years and the conference has been excellent. Certainly worth considering if you’re near Atlanta or hungry for great content.
I’ll be checking back in with a more complete list as we plan our schedules and you can always check our events page for up to date info on where we’ll be.
Exciting news crossed the wire this morning with the announcement that Trendline Interactive has acquired Inbox Pros. Trendline has been featured in every email agency buyer’s guide we have published and has always impressed us with the quality, depth, and breadth of the services they offer. We also have great respect for Chris Arrendale and the team at Inbox Pros who have a proven track record and a stellar reputation.
This move adds top shelf deliverability, privacy, and compliance services to the Trendline Interactive menu, making them that much more attractive to enterprise marketers looking for a comprehensive services solution.
Enterprise marketers today need to be strategic about deliverability, privacy, and compliance, as they juggle data between programs, systems, and countries, and having these types of services integrated with their agency team, could make a lot of sense for many. We’ve also noted that delivery rates have been trending down over the past several years, and have advised senders to allocate more resources towards deliverability data and services.
We’re looking forward to talking more about this partnership in our 2018 Email Agency Buyer’s Guide which will be publishing in Q4.
After a brief summer hiatus, Webinar Wednesdays will be back on September 5th with a much-anticipated broadcast sponsored by RedPoint Global. Steve Zisk from RedPoint will join David and me to dig into some of the key findings from our recent research on Customer Data Platforms (CDPs) and explore some key customer use cases.
As my last several blog posts indicate, I’m extremely excited about the CDP landscape at the moment and will do my best during this webinar to articulate exactly why.
If you have any specific questions you’d like to address during the webinar, feel free to reach out to me in advance, and please join us next Wednesday [register for the webinar even if you can’t make it live; we’ll be sending all registrants a copy of the research and a link to the webinar recording].
Wishing everyone a wonderful Wednesday!