CDP Institute

Since we’ve already started down the data geek rabbit hole, here’s news that data quality vendor Monte Carlo has raised a $60 million Series C, bringing their total to $101 million.  Monte Carlo’s super power is making it easier for data engineers and analysts to monitor the quality of data as it moves through company pipelines.  That’s called “data observability” and quite a few companies do it.

I wish I had one more data story but we’ll have to settle for learning that out of home ad marketplace AdQuick has partnered with Catalina to target and measure OOH ads based on Catalina’s individual-level purchase data.  It’s a major step beyond the usual OOH measurements based on broad demographics and foot traffic.  While targeting will be based on historic information, the purchase information will be updated in real time.

B2B has been a growing market for CDP vendors, apparently for longer than we realized: this MeritB2B study finds that almost 40% of respondents have a CDP in place already and another 12% plan to buy one.  In fact, centralized customer data was vastly more common than predictive analytics, lead scoring, programmatic advertising, or intent data.  Who knew?

Satisfaction among CDP users is high: 90% told MessageGears they would definitely (56%) or likely (34%) buy one again. This didn’t stop MessageGears from continuing to argue that CDPs are confusing failure and touting their alternative of reading customer data directly from source systems – an approach that many others have tried and abandoned.  Also interesting: 25% said they bought their CDP, 12% said they built it, and 60% said they did a mix of both.