D4t4 Solutions’ Celebrus CDP is offering its own system for matching first-party identifiers and assembling customer profiles based on the results. It runs in real-time and takes advantage of Celebrus’ core technology, which collects detailed behavioral data without conventional Web site tags. If you’re wondering about the name “D4t4”, it looks like “Data” if you print it in the right font and have had a pint or two.
LiveRamp, whose main business has been matching clients’ data against its own identity graph, is now helping clients match their own data against itself. Portrait Engine, now in beta, lets clients use LiveRamp’s matching technology to build custom ID graphs. They can build different graphs for different purposes and still match their data against third party information from LiveRamp and others.
Many companies don’t have enough data of their own to build an effective identity graph or complete profiles. Stirista fills the gaps with third party data, both by enhancing existing customer records and adding new contacts. Stirista just launched Access B2B, a new division focused on B2B clients. In addition to data, Stirista provides email and advertising campaigns.
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.