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December 15, 2016

It's All Attribution: SAP/Abakus, IRI, Profitero

SAP Purchases Abakus Attribution Software


SAP announced acquisition of Abakus, which uses a “patented game theory-based attribution technology” to estimate the incremental impact of marketing efforts.  It will be part of SAP’s Hybris Marketing Cloud, which already builds a single customer view and executes omnichannel marketing programs.   Attribution has been a hot topic recently: you’ll recall newsletter items about Visual IQ on 12/13 and Proof on 12/6.

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IRI Launches Revenue Growth Management Suite for Mid-Market Clients


IRI, which gathers and analyzes consumer purchase data from retailers, has launched Revenue Growth Management Suite for mid-market consumer package goods manufacturers.  It’s a more affordable version of services already provided to large enterprises.  The suite will provide insights into performance drivers, predictive models, simulations, and recommendations for price and promotion changes.  In other words, we’re still in attribution territory.

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Profitero Expands Coverage of Online Consumer Product Sales


Profitero tracks consumer purchases from online stores, making it sort of the online equivalent to IRI.   The company had no real news other than reporting it continues to grow: it now tracks 450 million consumer products daily, compared with 300 million a year ago, and covers 5,000 online stores compared with 4,000 last year.  Its data lets clients compare their own sales with competitor sales, which they can use to estimate the impact of marketing programs on results.  Attribution again!

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