CDP Institute

There’s no need to worry about robots destroying the world when humans are doing it without any help.  So I’m less intrigued than I once was about Phrasee, which uses AI to create and optimize marketing email, SMS, Web and social media messages. But it’s still worth noting that they just sold a majority stake to capital D, a private equity fund manager based in London.  Expect more private equity deals now that the public markets have pulled back from all-time highs.

The CMO Survey from Duke Fuqua School of Business is an industry institution, now in its 28th edition since 2008.  The current report has lots of interesting data on privacy, trust, digital spend, and climate change, as well as the usual reports on marketing budgets.  Fun facts: 45% of marketers think privacy notices positively impact customers’ thoughts about their brands, even though 95% think consumers don’t read the disclosures very carefully.

Data compilers may be threatened by new privacy rules, but they also see an opportunity to serve marketers who are looking for new lists.  DrivenIQ provides auto dealers and retailers with tech to identify anonymous website visitors, in ways that are not entirely clear but they swear are fully privacy compliant.  They just bought Visitor Data Inc., which uses “double opted-in first-party data pixel technology” to match mobile device IDs with names, emails, phone numbers, and street addresses.

Tealium’s latest update is aimed at strengthening its position as a data-focused CDP.  New features include no-code data integration workflows, lookup tables outside of customer profiles, data synchronization with other systems, and real-time transformations on incoming data streams.  The company also has new connectors for conversion APIs from Facebook, Google, Twitter, and others, and for messaging systems including Braze and Airship.

Adobe Summit wrapped up yesterday with a couple more CDP-related announcements. One is an integration with The Trade Desk that enables ad targeting based on email addresses.  Another is a tighter partnership with IBM-owned The Weather Company, which will support weather-related analytics and customer targeting.

Google announced a plan to phase out its legacy free analytics product, Universal Analytics, and replace it with Google Analytics 4 by June of 2023.  It will also stop capturing visitor IP addresses, which European regulators are starting to treat as personal data.

Salesforce has launched a collection of services for the healthcare industry, including a “Patient Data Platform” based on the Salesforce CDP.  Other components include patient health scoring, a commerce portal, and case coordination using Slack.  Healthcare is an industry that came late to CDP adoption but is now a growth area.

Digital promotions company Quotient, whose best-known business is Coupons.com, has launched a multi-touch attribution product.  The system matches consumer purchases against impressions from on-site and off-site display ads, digital out of home ads, and sponsored search ads delivered by Quotient.

More consumers are adopting privacy-protection measures like incognito browsing, even though they also report higher trust in brands that use their data for personalized marketing and services, according to this Cheetah Digital research.  The 91-page report shows details by country, industry and age group for questions about loyalty, privacy, and personalization.  Hours of fun.

Adobe opened its Digital Experience Conference yesterday with a variety of announcements. CDP news included real-time access to CDP profiles by Adobe Target, Adobe Commerce, Adobe Sensei, and OneTrust consent management. They also made it easier and faster to connect with non-Adobe systems through integration with Adobe Experience Platform Edge Network’s geographically distributed servers.

B2B CDP Calibermind announced a $8 million Series A funding, bringing total funding to $14.4 million.  Calibermind makes heavy use of AI for analytics and data integration.  Unlike many B2B CDPs, they don’t supplement clients’ own information with compiled data.

Training has always been a problem for marketers, and pandemic-induced isolation has made the need even greater.  MarketingProfs has documented the problem, finding that just 31% of B2B marketers feel their team is very effective in their roles and only 19% feel personally well prepared for their future.   Beyond lack of time, the biggest challenge with training is it’s too focused on theory.