Accenture Interactive is already the world’s largest digital agency, according to Ad Age, and has bought thirteen firms in the past five years to get there. So is it really news that they just made their fourteenth acquisition, interactive agency Wire Stone? Probably not, but, then, you might not have realized how big they are already.
B2B marketers have lagged B2C in adopting Customer Data Platforms, in part because many assumed all the relevant data is in their CRM system. But as B2B martech systems proliferate, there’s growing demand for systems to merge CRM data with data from other sources. One beneficiary is Openprise, which merges data from Salesforce.com and marketing automation products. They’ve just launched their product on the Salesforce AppExchange.
It’s a slow news day. So here’s a good piece from Adweek about brand marketers building their own audience databases so they are less reliant on Google and Facebook. It’s a core CDP use case. The author works for cross-device identity solution Drawbridge.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.