Few things are more confusing than adtech, although programmatic audio out-of-home advertising is one of adtech’s more comprehensible varieties. (Think music, messages, and ads on public address systems in retail stores.) It’s the specialty of Vibenomics, which just raised a $12.3 million Series B.
If you enjoy confusion, consider the distinction between tracking customer identity and verifying it. Tracking is what marketers do with cookies and device IDs; verification is customers proving who they are with passwords and biometrics. The two worlds are merging as marketers ask customers to identify themselves in exchange for personalized experiences. This Jumio infographic finds 57% of customers “constantly” or “often” verify their identities and 80% favor brands with good verification methods.
Customer experience leaders are nearly three times as likely as laggards to have a CDP (55% vs 20%), according to this Medallia study. Don’t be too impressed: leaders are similarly more likely use marketing automations, workflow automation, voice of customer research, and contact center agency productivity tools. Even less surprising: leaders have better business results.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.