B2B buyers also want an omni-channel experience.  Digital Commerce 360 finds that B2B buyers now use ten or more channels, double the number five years ago.  Two-thirds of the B2B buying process is now done digitally and 75% of buyers prefer a rep-free sales experience.

Foursquare has long offered foot traffic data as a way to measure advertising results.  It’s now going a step further (see what I did there?) to add actual retail purchase information to the analysis.  The new product is called Sales Impact and they describe it, with no apparent intention of wit, as tracing “the full path to purchase.”

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).