Latest Developments in Marketing Technology: Amplitude, Data Axle, Oracle Unity CDP, and More

In the rapidly evolving realm of marketing technology, key players are unveiling transformative updates.

Let’s explore the recent advancements: 

Amplitude Broadens Its Horizon: New Features for Enhanced User Understanding

Amplitude is extending its capabilities with a range of exciting updates. The diversified offering includes new experimentation capabilities, streamlined event tagging, an updated pricing model, and the introduction of Session Replay. With these features, Amplitude users can now craft personalized websites and campaigns, automate data collection, and gain deeper insights into user behavior. The boundaries between Amplitude’s offering and traditional web analytics tools are starting to blur, as they now share similar robust features. 

Leadership Shift at Data Axle (formerly Infogroup): New CEO Takes the Helm

Data Axle, formerly known as Infogroup, has undergone a leadership change with Andrew Frawley stepping in as the new CEO. Mike Iaccarino transitions to a Chairman role, focusing on the EMEA direct mail business. This strategic move aims to bring fresh perspectives and drive growth in the evolving landscape of data and marketing solutions.

Oracle Unity CDP Recognized by Forrester: Leading in B2B Customer Data Platforms

Forrester’s Wave for B2B Customer Data Platforms, Q4 2023, positions Oracle Unity CDP as the sole Leader. While the B2B focus in the CDP market is relatively small, Oracle’s strong performance is highlighted. Other notable players include Twilio, Leadspace, ActionIQ, and Adobe, with Scal-e and Tealium identified as Contenders. The evaluation criteria align closely with B2B CDPs, with each platform exhibiting unique strengths and areas for improvement.

Marketing Platform Updates: Blueshift, Iterable, Brevo, and Movable Ink

  • Blueshift’s Next-Gen Journey Builder: Blueshift showcases its latest Journey Builder through a YouTube demonstration. While appearing standard, it introduces seamless integration with third-party platforms like Zendesk, adding versatility to user journeys.
  • Iterable’s Embedded Messaging: Iterable introduces a game-changing feature called Embedded Messaging. Brands can now deliver marketing messages seamlessly embedded within apps and websites, enhancing user experiences without disruptions. Marketers gain control over message ordering, prioritizing key communications.
  • Brevo’s CDP and AI Enhancements: Formerly Sendinblue, Brevo unveils its CDP, born from the acquisitions of Octolis and Wonderpush. Enhanced AI features include an Email Content Generator, Best Time Email Delivery, and Adaptive Tone of Voice, elevating marketing personalization.
  • Movable Ink’s Integration with Salesforce: Movable Ink integrates with Salesforce Marketing Cloud and Commerce Cloud to power generative and predictive content personalization. The solution, available through select partners, focuses on content optimization and personalization.

Customer Analytics and Movement Assessment by Bluecore: Elevating Customer Insights

Bluecore introduces its proprietary Customer Analytics product and Customer Movement Assessment services. The latter offers in-depth analyses of customer conversion, retention, and reactivation, catering to SMB and MM DTC brands. This service acts as a comprehensive Health Audit, providing insights for strategic decision-making.

Optimizely’s Integration with Writer: Augmenting AI Content Generation

Optimizely announces its integration with Writer, a generative AI platform. Leveraging Writer’s large language models, Optimizely enhances AI-powered content generation capabilities and chat features. While technical details abound, specific use cases outside of creating exceptional digital experiences are yet to be fully explored.
Stay tuned for more insights into the dynamic landscape of marketing technology.