Content marketing vendor LookBookHQ has expanded its product to select content based on long-term impact on buyer behavior, ingesting data from CRM and marketing automation systems to make this possible. Reflecting a fundamental shift in its business, the company has renamed itself PathFactory.
People-based ad targeting company Viant has publicly launched its data lake, which applies Viant’s personal identity information to ad server logs to give analysts with a more complete view of ad results. As this Ad Exchanger article explains with unusual clarity, the data lake is not a Customer Data Platform because it’s basically a jumble of random data that data scientists can dive into as they please.
Since we’re looking at product news today, let’s finish with Mintent announcing a free version of their content marketing platform. Mintent manages the nuts-and-bolts of content creation by providing a marketing calendar, workflows, collaboration tools, asset library, and analytics.
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