CDP Institute

Believe it or not, we have yet another CDP Institute report just out, this one on privacy features in CDP systems.  More than 40 vendors answered our survey on the topic, while found that relatively few call themselves a consent management platform but nearly all can use consent and preference data to govern access to customer profiles.  Privacy features are an important differentiator for at least some of the industry, writes author Marianne Hewitt at Growth Strategy Group.

Finally, Validity reports that a rather shocking 33% of respondents say their staff “often” fabricates CRM data to tell the story they want management to hear and another 42% do it “sometimes”.   Meanwhile, 44% say poor data quality costs their company over 10% of its revenue every year.  But 76% still rate the quality of their CRM data as good or very good.  Go figure.

We all know that CDPs are great, but did you know that they can also fight global warming? So say our friends at SALESmanago, who quote research that finds consumers worry about the environmental impact of ad consumption and cite ways that detailed data collected directly from customers can reduce carbon footprints by eliminating waste and “turn eCommerce into ECOmmerce”. I swear they really wrote that.

You can add BOPA to your buzzword bingo card.  Via.Delivery coined the term Buy Online Pickup Anywhere to describe an ecommerce order delivered to a commercial pickup location instead of the buyer’s home.  Somehow the practice has blossomed even without a snappy acronym: the company says nearly 20% of ecommerce shoppers will choose it when given the option, and it already accounts for 70% of deliveries in parts of Europe and Asia.

Senior Intern Jamie supports both our Department of the Obvious and the Facebook Is Evil team. He couldn’t figure out which one should get this set of Science Magazine editorials concluding that social media makes it tough to communicate sound science. Something about algorithms.

Adobe announced a bundle of new mobile personalization capabilities in its Journey Optimizer orchestration application, including several powered by real-time-updated profiles in the Adobe CDP.  New options include location-aware triggers such as messages sent when a customer enters a store, personalized text messages within a campaign, and in-app messages based on customer profiles, location, and app usage history.

Ad buying platform Mediaocean has added dynamic ad personalization for Facebook and Twitter campaigns. The new capability is based on Flashtalking, which the company purchased last year. Other newly-integrated features from Flashtalking and 4C, which Mediaocean bought in 2020, include social media creative production and campaign management, reporting, and optimization.

IDG Communications has continued its push into martech with the purchase of Selling Simplified, a “marketing as a service” platform that tracks intent signals across 160 million B2B records to identify high-value contacts for sales outreach and lead nurture campaigns.  IDG bought ABM platform Triblio in 2020 and B2B data companies LeadSift and KickFire in 2021.  The LeadSift and KickFire deals came after IDG itself was purchased by private equity investors Blackstone.

Marketers are overconfident in their ability to adjust to the loss of third-party cookies, scolds this IAB report.  While 77% say they’re prepared for the changes, most are not taking steps like collecting more first party data (59%), changing measurement strategies (66%) or using more AI (69%).  One reason marketers may be chill: the report notes that cookie loss directly impacts up to $10 billion in open real time programmatic ad bidding, but not that this is a tiny fraction of the $700 billion global ad market.

Mobile ads aren’t much impacted by the loss of third-party cookies, but Apple’s post-iOS 14.5 restrictions on its IDFA device ID has a similar effect.  Attribution company Singular reports the Apple changes hurt ROI for social networks and boosted results for intent-based networks.  It may not be entirely coincidental that the Apple’s own Search Ads Network was among the big winners.

Product-led marketing – where sales are generated primarily by free trials – is one of the ways that some marketers can redirect budgets which would otherwise have gone to cookie-targeted web ads.  Endgame supports this by collecting data from all company systems and using it to decide which accounts need attention.  Yes, there’s a CDP vibe to that, although they don’t mention the term.  They did mention their $30 million Series B.

TVSquared is Now Part of Innovid! squeals the headline on this announcement, complete with a perky exclamation mark.  If your life revolves around TV measurement, you’ll be excited too.  If not, well, there’s always tomorrow.