ActionIQ also has a new friend: it has partnered with Teradata for a joint offering that will connect ActionIQ’s segmentation, real-time profile access, identity resolution marketing and journey orchestration features with Teradata VantageCloud’s data management and analytics capabilities. Why, yes, the deal takes advantage of ActionIQ’s composable architecture.
Cookieless marketing platform (and CDP) Commanders Act has purchased Adloop, which offers a no-code marketing analytics platform. The deal will add campaign-level performance analytics and media optimization to Commanders Act’s core offering. It’s a good reminder that CDPs are taking a larger role in advertising management.
That companies who expand marketing budgets during a business downturn ultimately do better than their competitors is one of those bits of information that are often cited but rarely traced back to an actual study. So it’s nice to see it confirmed by this analysis of Federal Deposit Insurance data by The Financial Brand. The study properly offers many caveats about its findings, but it does show marketing spend correlates with higher revenue growth.
With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).