Lots of fun product news today. First we have the official launch of conDati, which assembles marketing data from multiple sources and uses it for reports, visualization, and forecasting. conDati ingests data from advertising, Web analytics, email, social, and marketing automation systems but seems to work at the level of campaigns, not individual customers. They raised a $4.7 million Series A earlier this month.
The venerable Data & Marketing Association (DMA) has been purchased by the Association of National Advertisers (ANA). Founded in 1917 as the Direct Mail Marketing Association, the DMA has struggled to adopt to the digital world. Its combination with ANA (itself founded in 1910) nicely symbolizes the merger of mainstream advertising and direct marketing techniques.
One GDPR-induced crisis is resolved: Jamie, our Department of the Obvious intern, is back at work despite his scandalous behavior at our GDPR Day party last week. He offers this study from Performics, Microsoft, and Northwestern University, proving that search queries with terms like “shop” indicate that someone is interested in buying things. You read it here first.
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.