July, 2022 - CDP Institute

Dates : July 2022

Retailers are making progress in their personalization programs: they’re finally more likely to personalize product recommendations (52%) than show customer names (49%), finds Retail TouchPoints. Other interesting trends are growing use of traditional media for acquisition, up from 29% in 2021 to 51% in 2022, and more purchase discounts for customer retention, from 55% last year to 73%. Nearly two-thirds (63%) used a CDP to support their personalization program – more than any other technology.

CDPI Newsletter

Marketers have made less progress with measurement than personalization. Measured reports that more than 80% of direct-to-consumer marketers rely on click-based data from websites and media platforms, even though they know it’s unreliable. Near-infinitesimal fractions use gold standard methods such as incrementality experiments (4.7%) or multi-touch attribution (2.5%). Speaking of which, start-up Incrmntal just raised $4.1 million to make incremental measurement easier.

CDPI Newsletter

It’s not your imagination: good men (and women) are hard to find. The World Federation of Advertisers found that 77% of marketers said there’s a talent shortage in their organization. In bad news for English majors everywhere, data and analytics skills top the list while creative and social media roles are at the bottom.

CDPI Newsletter

Stop me if you’ve heard this one before: Google is extending its support of third party cookies in Chrome. They now “intend to begin phasing out” the cookies “in the second half of 2024”, which is a far-from-ironclad commitment. The official reason is to give developers more time to adjust to the Privacy Sandbox APIs, but business and political considerations are also surely at play.

CDPI Newsletter

Audience measurement is a challenge across all channels, even when cookies aren’t involved. Nielsen in particular has struggled to keep up with TV audiences, as delivery methods expanded beyond linear broadcasts to streaming networks, mobile devices, and on-line video. Their latest extension is “Four-Screen Ad Deduplication”, which adds deduplicated YouTube viewers to its Total Ad Ratings data.

CDPI Newsletter

Out-of-home advertising includes not just billboards but video displays in retail stores and other public locations. Geopath specializes in measuring those channels. They’ve just done a deal with in-store audio ad network Stingray to expand their coverage of out- of-home audio ads, addressing a problem you may never have even considered.

CDPI Newsletter

E-commerce across Latin America exploded in the past two years, but against an infrastructure that wasn’t prepared for all of that activity. Treggo is developing technology to make urban shipments in Argentina, Mexico and Chile easier, so merchants of any size can provide an Amazon-like service for their customers. Users can receive immediate quotes, see the closest distributor and monitor deliveries in real time. The company also has a collaboration with Mercado Libre’s Flex Shipping to allow products to be received in as soon as one hour.

CDPI Emerging Markets

Treble.ai, a Colombian startup that connects companies and customers through Whatsapp, indicates that the new resources will be used mainly on the product, enhancing its integration with other sales and customer service software. The goal is to reach 10,000 customers in the next three years. Treble.ai customers are Rappi, Olist, Trii, Conta Simples, Addi, Elenas, and Escale, which use “disruptive technology” to increase sales, follow up on leads and provide faster service.

CDPI Emerging Markets

Place Exchange views Latin America as a major market for out-of-home (OOH) growth, particularly since Statista has projected OOH ad spending there to increase from its $960 million in 2021 to $1.47 billion by 2024. The company’s planned expansion will give marketers access to more than 9,000 premium digital OOH screens.

CDPI Emerging Markets

Egyptian marketing tech startup Stllr Network has closed a six-figure US dollar round of funding to help it grow its team and expand regionally. The funding comes from 500 Global, and angel investors through Women Spark and Falak Angels, among others.

CDPI Emerging Markets

Nigerian recruitment startup Terawork has launched iOS and Android mobile apps to help employers and entrepreneurs hire, manage and communicate with vetted talent in real-time.

CDPI Emerging Markets

Egyptian B2B eCommerce platform Cartona has received a $12 million Series A funding from Silicon Badia, with the active support of the SANAD Fund for MSME.

CDPI Emerging Markets