MarTech Minute: Journey mapping, learning platforms, and why data skills matter

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MAP MAKERS. Digital and mobile experience platform Airship has added a new feature to its Airship Journeys platform which uses AI to interpret data. It creates data visualization “journey maps” that brands can use to see how their customers are interacting with them. Why we care. A key benefit to journey mapping is being able to understand the path customers take — a much more powerful set of data points than measuring single, distinct interactions. (Sidenote: this is one of the reasons attribution is so tricky). We’re seeing more and more analytics platforms using AI to go deeper into data and create visual representations of datasets, which helps us understand what is truly happening on the customer-level. Source: Airship

BACK TO SCHOOL. Docebo has announced an integration to LogMeIn that allows users to add learning platform elements to meetings or webinars. The integration also adds centralized reporting and notification elements. Why we care. Everybody in the world is using virtual meeting software right now, but there’s a big divide between a meeting and a learning platform. It seems like this integration meets a need as the months working from home will lead to teams wanting more sophisticated experiences. Source: Docebo

DATA DIFFERENTIATOR. “A true trend is companies that had good data organization before are doing better than those that didn’t,” said Brad Geddes, co-founder of AdAlysis, on Live with Search Engine Land Wednesday. Why we care. Those that had CRMs that talk to other systems are managing much better than those who are trying to cobble together systems now that everyone is distributed. “They’re struggling because they never had great data and it’s only being exaggerated,” he said. Source: Search Engine Land