CDP Institute

LeanData, which offers B2B lead routing and lead-to-account matching services, has added an integration with ZoomInfo.  The new arrangement will make it easier to add ZoomInfo data to records as they’re being processed by LeanData.  It all happens within the Salesforce CRM system.

Complementics, which captures behaviors through SDKs on one billion global devices, is making its information available through the Narrative streaming data marketplace.  Complementics builds profiles of app audiences, location visitors, and demographic segments.  It doesn’t tie its data to personal identifiers but it does collect information such as mobile ad IDs and IP addresses, which will raise some privacy hackles.

As privacy rules make it tougher to track individuals, marketers will be hungrily eyeing contextual advertising alternatives.  The gigantic audience for digital games is especially enticing.  TV ad tech company Simulmedia is serving up playerWON, which will deliver TV-style ads on game consoles and PCs.  To avoid annoying game players, the ads will be served only with permission and in exchange for in-game rewards.

Hi, it’s Jamie, Senior Intern at the CDP Institute’s Department of the Obvious. Today is a holiday for the paid employees of the Institute, so the Boss said I could write a newsletter if I wanted to. Boy, howdy! Deloitte Digital reports that work-from-home increased at call centers during the pandemic, from 6% to 77%. More surprising: 80% of companies plan to close their physical call centers permanently. Sadly unsurprising: just 11% of organizations can “seamlessly” transition customers across channels and experiences. Is “seamlessly” is really a word?

This pair of retail studies packs in a month’s worth of obvious.  Retail Touch Points  and Euromonitor agree that ecommerce increased during the pandemic, free shipping became even more important, and supply chain issues were a big headache.  You knew that.  But did you know that Euromonitor found 20% of consumers would implant a microchip in their finger to making buying easier?

Finally, in-person experience vendor AnyRoad reports that live events are back: 75% of brands have relaunched live experiences and the percentage of consumers attending an in-person experience jumped from 4% in May 2020 to 68% in May 2021. It turns out that people got bored with online experiences pretty quickly: online experience attendance peaked in July 2020.

Martech mergers & acquisitions, stock prices, and private financing all increased hugely in the second quarter of 2021, both compared with pandemic-depressed year ago levels and the first quarter.  So says this comprehensive LUMA report.  Martech M&A grew 214% year-on-year, average stock prices rose 28% since January, and there were more than 40 major private financings announced during the quarter.  Download for details.

A mere $4.5 million seed round isn’t big enough to interest LUMA, but it’s important to Driven Data, which offers automobile dealers “a hyper-personalized, open integration marketing platform that seamlessly integrates first-party data from multiple sources.”  Have we mentioned recently that industry-specialist CDPs are a trend?

Keeping a close watch on customer behavior is another trend, and Inbox Mailers adds its own wrinkle: it receives alerts when consumers are active in their mailbox and sends emails at once.  Consumers don’t know they’re being watched, so I guess it’s more clever than creepy.  Or is it?