MarTech Minute: Dynamic Yield’s Audience Export Manager, Maru/Matchbox’s consumer insights tool

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PERSONAL TOUCH. Personalization solution Dynamic Yield has launched an Audience Export Manager, allowing marketers on their platform to take advantage of the customer data captured by Dynamic Yield across enterprise systems, including ESPs, ad networks, and more. The company said marketers can use the new tool to create lookalike audiences on Google and Facebook based on Dynamic Yield’s customer profiles, target the platform’s audience segments within an ESP, and augment first-party data platforms with information like on-site behavior and probability to purchase.

Why we care: This is a step away from the ID resolution tactics that rely on cookies to connect brands to their customers, offering marketers an alternative in the face of compliance regulations. We’ll likely see more of these solutions as martech platforms pivot their solutions to remain relevant. Everything is changing at breakneck speed, and the advertisers most likely to thrive are the ones who are able to keep up with the changing tides. Of course, this applies just as much to the ad tech solution providers as it does the teams using the tools.

DO YOU, OR DON’T YOU? Maru/Matchbox, a global insights firm, has launched Concept Connections, a testing solution that combines “traditional attitudinal metrics with implicit and emotional measures.” Using data derived via proprietary technology and processes, Maru/Matchbox aims to give businesses insight on what consumers say versus what they actually do. “This combination enables us to holistically understand consumers, by covering all aspects of their connected experience to the concept,” said Todd Trautz, the company’s chief innovation and solutions officer, “By utilizing this approach we provide insights to both understand and close the consumer Say-Do gap.”

Why we care: We are entrenched in data, so much so that it’s often impossible to make sense of any of it. Add to this influx of data consumer surveys claiming to know what your customers are doing online — based on their own answers — and you have a multi-layered jigsaw puzzle that even the most capable data scientists have difficulty solving. Insights that claim they can extract exactly what’s going on in terms of what customers say versus what they do feels a bit like magical thinking. But, it may be worth a look for any company struggling to make sense of outcomes that do not match what is supposed to happen based on their data. 

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