MaArDTech News 1/16/2025

Scott Davis
Jan 16
6 min read

Vibe of the Day:

Quote of the Day:

"Knowledge is knowing a tomato is a fruit; Wisdom is knowing not to put it in a fruit salad"

-- Brian O'Driscoll, Irish former rugby union player

News this Morning:

Ad Age – “Affiliate Marketing Tension PayPal Honey Expose Shows How Creators Approach The Income Stream” by Brandon Doerrer and Gillian Follett
- MegaLag YouTube video about the issue with PayPal Honey
- Obaid Durrani LinkedIn Post about this issue

Worthwhile:

Ops Cast Podcast by Michael Harmann, Mike Rizzo & Naomi Liu: Analytics Should not be a Million Dollar Problem with Janet Gehrmann

Blink of the Day: "The Anatomy of Anxiety" by Ellen Vora

The Anatomy of Anxiety (2022) challenges the conventional view that anxiety is solely a mental disorder. It proposes that many forms of anxiety originate from bodily imbalances rather than troubled thoughts. It offers actionable strategies for managing anxiety through lifestyle and diet adjustments, while also suggesting that some forms of anxiety can serve as helpful signals for achieving a more balanced life.
About the author
Ellen Vora, MD, is a board-certified psychiatrist who integrates holistic practices such as acupuncture and yoga into her work. She emphasizes a functional medicine approach to mental health, focusing on treating the whole person and addressing the underlying causes of imbalances. She’s also a sought-after speaker and consultant, with expertise in topics like emotional resilience, sleep strategies, and managing stress.

Word of the Day: DMP & CDP

DMP - Data Management Platform is a software platform used for collecting and managing customer data. DMPs help businessess to identify audience segments, which can be used to target users more effectively.
CPD - Customer Data Platform is a software system that collects and combines customer data from various sources, creating a unified customer profile, allowing businesses to have a complete view of each customer and access that data across different marketing systems for personalized experiences and campaigns. Essentially, it centralized customer data to provide a single source of truth for customer insights. Check out this in-depth guide from lxahub for a CDP deep dive!
What's the difference/relationship between DMPs and CDPs?
- Data Focus: DMPs focus on anonymous, third-party data for broad audience segmentation, which CDPs concentrate on identifiable, first-party data for deep customer insights.
- Use Case: DMPs are more advertising-centric, whereas CDPs support broader marketing strategies including personalization and customer service.
- Data Persistence: DMP data is often transient, used for current or upcoming campaigns, while CDP data is maintained over time for ongoing customer relationship management.
- Privacy and Compliance: CDPs must adhere to more stringent data privacy lawas since they handle PII (Personally Identifiable Information), whereas DMPs deal with less personally invasive data.

Metric(s) of the Day: CPC & CPM

CPC (Cost Per Click) is the price you pay for each click in your pay-per-click (PPC) marketing campaigns
CPM (Cost Per Mille) is the cost per thousand impressions of an ad

Tool of the Day: Adobe Experience Cloud

Adobe Experience Cloud is a platform for marketing. It features several products
- Adobe Experience Platform - centralized data foundation that collects, standardizes, governs, applies AI insights, and unifies data in order to offer thoughtful and relevant customer experiences across Experience Cloud
- GenStudio for Performance Marketing - scale personalized content with a generative AI-first application that lets marketing teams create, deliver, and optimize on-brand emails and ads to drive global campaigns
- Experience Manager Sites - a marketer and developer-friendly content management system (CMS) built to deliver personalized experiences to any audience on any channel
- Experience Manager Assets - a cloud native DAM (digital asset manager) built for today's content needs, letting you easily manage thousands of assets to create, deliver, and optimize personalized experiences at scale
- Real-Time CDP - real time customer data platform collects B2C and B2B data from across systems and unifies it into real-time profiles ready for activationi across any channel
- Journey Optimizer (AJO) - orchestrate real-time customer journeys to engage with customers in meaningful ways across the complete customer lifecycle
- Journey Optimizer B2B Edition - marketing and sales teams can collaborate to engage buying grous within target accounts using personalized, AI-powered content and journeys -- driving demand with higher precision
- Customer Journey Analytics (CJA) - connect every customer touchpoint and visually explore journeys in real time to give teams the insights they need to build incredible customer experiences at scale
- Product Analytics - optimize products in the context of the complete customer experience. Product teams can now uncover hidden insights quickly to deliver personalized experiences using unified data and customer profiles
- Analytics - mix, match, and analyze data from any digital point in the customer journey. With in-depth analysis, versatile reporting, and predictive intelligence, get the insightful foundation needed to build better customer experiences
- Mix Modeler - get marketing budget clarity with advanced AI. Measure the impact of every dollar spent on marketing and advertising using AI - plan, budget, and gauge your growing success
- Marketo Engage - the complete toolkit to deliver winning lead and account-based marketing automation, from acquisition to advocacy
- Workfront - connect, collaborate, and simplify workflows using Workfront to launch campaigns and deliver personalized experiences at scale
- Commerce - eCommerce that uses artificial intelligence and advanced data sharing to create end-to-end personalized B2C and B2B commerce experiences from a single platform that is flexible, extensible, and scalable
- Campaign - manage email marketing and cross-channel campaigns to engage with customers at scale
- Target - AI powered testing, personalization, and automation help you understand what customers want and deliver those experiences at scale
- Experience Manager Forms - build end-to-end digital encrollment and onboarding journeys that deliver a personal touch to millions of customers with Experience Manager Forms
- Experience Manager Guides - scale content creation, manage it efficiently, and publish faster with a cloud-native component content management system (CCMS) that empowers you to deliver consistent, engaging experiences
- Experience Manager Screens - seamlessly connect online and in-venue experiences with our digital signage capability built on the industry's best content and experience management platform
- Advertising - bring together all your media strategies, search marketing, TV advertising, and creative management
- Audience Manager - segment audiences and uncover insights to take action in real time with our data management platform
- Learning Manager - easily create on-brand learning experiences that make learning fun. Engage customers. Increase sales. Develop employee skills.

With so many features, it's helpful to see their relationships (see below):

Profile of the Day: Lara Balazs, Chief Marketing Office and Executive VP, Global Marketing

Current Position: JAdobe in 2024, Lara Balazs serves as Chief Marketing Officer (CMO) and Executive Vice President of Global Marketing. She oversees Adobe's brand, Adobe.com, events, campaigns, communications, social media, media operations, and marketing insights.

Previous Role: Before Adobe, Lara was CMO and General Manager of the Strategic Partner Group at Intuit, Inc., where she drove growth, enhanced the company's brand and reputation, and led the ProTax group. She received recognition from Forbes and AdWeek for her marketing leadership.
Past Experience: Lara has a robust history in marketing leadership:
- Amazon: She led Worldwide Prime and Amazon North America Consumer Marketing, contributing to the global growth of Amazon Prime.
- Visa: As Senior Vice President of Marketing for North America, she was pivotal in transitioning Visa into digital payments, launching initiatives like Visa Checkout and supporting Apple Pay.
- Nike: Held marketing leadership positions.
Education: Lara has a Bachelor of Arts in Pre-Law from the University of Washington and an MBA from Northwestern University's Kellogg School of Management.

LinkedIn Premium Learning Video of the Day: Adobe Analytics Essential Training

Instructor "Eric Matisoff, Principal Evangelist, Analytics & Data Science at Adobe"
Course Details: As data continues to be the driving force behind business decisions, it's critical for marketers, data analysts, and team leaders to leverage the power of Adobe Analytics to access and analyze that data. In this course, Adobe Evangelist Eric Matisoff delivers a detailed review of the platform. Learn about the basics of digital analytics, including how to use Adobe’s Analysis Workspace for analysis and data visualization. Explore ways to effectively analyze data composed of Metrics, Dimensions, and Segments by applying data to tables, graphs, customer journey visualizations, and more. Get ready to sharpen your Adobe Analytics skills—and make sure you have all the right resources to continue learning Adobe Analytics.

Question of the day:

Which features of Adobe Experience Cloud do you use?