Lots of research shows that IT leaders give low priority to marketing technology. But an Experian survey of CIOs suggests they at least do recognize the importance of customer data: it was the most common focus for data management efforts (77%), even beating out product data (61%) and financial data (57%). Almost half (44%) saw potential to monetize high quality data in the future. Other interesting insights here.
Mobile-oriented CDP mParticle has added the ability to display the complete record of an individual customer, including attributes and behaviors. It’s the sort of thing a sales person or customer service agent might use. It shows that mParticle, like other CDPs, is extending beyond data management.
Finally, we have news from Impact Radius, a mashup of three businesses including the Altitude (formerly ClearSaleing) attribution system, which assembles enough customer data to be thought of as a CDP. The other two businesses are Forensiq (ad fraud detection) and Radius (affiliate, influencer, and other paid partner marketing). That’s a pretty diverse collection but we’re told they have now been “natively integrated” into a “marketing technology platform” and the company has rebranded as just plain Impact.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.