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Amperity CDP Expands Availability of Multiple Customer Views

CDP vendor Amperity announced general availability of its Databases functionality, which provides different customer views with different degrees of matching certainty. The system was previously available only to a small number of clients.

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Salesforce Buys Data Connector MuleSoft for $6.5 Billion

March 21, 2018

Salesforce is spending $6.5 billion to purchase Mulesoft, which builds connectors to transfer data between systems. Salesforce positioned the deal as a way to “enable all enterprises to surface any data—regardless of where it resides—to drive deep and intelligent customer experiences throughout a personalized 1:1 journey.” Data connectors like MuleSoft differ from CDPs because they don’t build a persistent database of their own. See this blog post for a more nuanced reaction from CDP Institute CEO David Raab.

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Marketers Struggle for Personalization Success: RedPoint Global Survey

September 27, 2021

This Harris Poll study for Redpoint Global offers a sobering view of customer experience reality.  They found that marketers are twice as likely as consumers to think brands deliver an excellent experience (51% vs 26%), while under half of the marketers who use advanced technologies including personalization, AI-driven recommendations, or multi-variate testing think they are having great success with them.  Fun fact: the average number of customer engagement systems is now 16, nearly double the figure in 2019.

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