BlueVenn CDP Adds Marketing Agency Services

Many U.S. businesses are closed today so we’ll focus today on news from elsewhere. We’ll start with an announcement from UK (and U.S.)-based CDP vendor BlueVenn that they’ve added a range of data marketing services to help clients apply of BlueVenn technology. The services draw on the LEAP marketing agency that BlueVenn purchased in January.

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Tapad Repositions Itself as Identity Vendor and CDP

February 20, 2018

Cross-device identity aggregator Tapad has repositioned itself as a general-purpose customer identity system. While they’re at it, they’ve launched what they call a Customer Data Platform. This does ingest first-party personally identifiable information, which is a core CDP requirement. But the real focus seems to be connecting with third party data in the Tapad device graph and using this to drive ad campaigns. At best, those are peripheral CDP use cases. At worse, they add still more confusion to the distinction between CDPs and DMPs.

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More Customer Data Projects Focus on Service than Marketing: Semarchy Report

February 16, 2018

Master data management vendor Semarchy also found that IT rather than business users are primarily responsible for data governance. Customer data was the most common focus for master data projects, but more had goals related to customer service, experience, and loyalty (29.8%) than sales and marketing (25.5%). Other factoids: 40% of respondents take longer than six months to implement a new domain such as customer data and fewer than 20% update their master data at least daily.

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Salesforce Offers Free Data Cloud to Sales and Service Cloud Customers

February 21, 2024

Salesforce is offering a free version of its CDP-esq Data Cloud to Sales and Service Cloud customers, with the apparent goal of increasing use of Marketing Cloud.  The Data Cloud offers Marketing Cloud users a unified view of data in Salesforce clouds and other systems via no-copy access to cloud databases and Mulesoft connectors.  The company also unveiled a small business edition of Marketing Cloud.

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