Call center agents only need to see a limited set of data. An IDG study for data transformation vendor Matillion found that analytics teams at 20% of big enterprises were analyzing more than 1,000 data sources and the mean number of sources was 400. Only a report for data scientists would cite the mean, but I disgress. The press release has more information than the published report, so let’s link to that.
CDP Amperity has purchased Custora, a retail predictive analytics and campaign management system. Custora also assembles customer profiles so it might have qualified as a CDP by itself. It’s a rare acquisition by a CDP vendor and extends Amperity’s scope into “campaign CDP” territory.
We also have a LinkedIn report that digital marketers do a poor job of measuring return on marketing investments. The main criticism is that marketers report short term metrics without waiting for long term results. They offer no particular solution beyond educating everyone to be patient.
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.