Zagging back towards pure analytics, landing page optimizer Unbounce has purchased LeadsRX, which does lead attribution based data from digital, radio, TV, podcasts, and streaming services. I guess we can call it a footprint expansion for Unbounce, so one more vote in favor of consolidated products over assemble-your-own components.
Closer to home for CDP watchers, ecommerce and analytics platform Daasity has raised a $15 million Series A. Daasity loads sales, customer, and inventory data into a standard data model that is easily available for personalized messaging as well as merchandising, inventory management, and other non-marketing activities. It probably qualifies as a CDP.
It was just a matter of time before the cloud database vendors positioned themselves as CDPs, and it seems that time is now. Databricks just launched a “data lakehouse” for retail and consumer goods customers that promises to unify customer data and do analytics such as personalized product recommendations. That announcement doesn’t mention “CDP” but this recent post by them does. Google Cloud also has a page devoted to its CDP solution, although I never saw it announced.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.