Also illustrating the link between data and analytics, a survey from CDP vendor BlueShift finds that B2C firms with advanced data access are more than twice as likely as others to use advanced artificial intelligence for segmentation and personalization. Perhaps more compelling: firms using more than 75% of their data are 1.4x more likely to exceed revenue goals. Can you hear me now?
Marketing automation vendor Marketo has acquired B2B multi-attribution specialist Bizible for an undisclosed price. Bizible was already integrated with Marketo, as well as Marketo competitors including Salesforce Sales Cloud, Salesforce Pardot, Oracle Eloqua, Act-On and HubSpot.
Cross-app workflow platform IFTTT (“if this, then that”) has raised $24 million, bringing its total to $63 million. Without getting into nuances, IFTTT is more consumer-oriented than integration platforms like MuleSoft (just bought by Salesforce for $6.5 billion if you’ve been trapped in a cave).
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.