CDP Institute

Progress is a low-effort application development platform, not a CDP, but they did announce new data connectors for near-real-time access to martech platforms including HubSpot, Microsoft Dynamics 365, and Oracle Eloqua. Reducing effort fits the Sloth Day spirit, although building a home-grown CDP with a tool like Progress is more work than any self-respecting sloth would undertake.

That’s it for product news. We do have a study from data integrity vendor Precisely, which found that 66% of customer experience leaders believe building a 360-degree customer view will be essential in the post-COVID-19 world and 60% have become more interested in data integration technologies because of the pandemic. Less surprising: 86% have changed the CX strategy, 79% see more digital interactions, and 50% says customer now expect more seamless, integrated digital experiences.

Happy International Sloth Day, the traditional day for CDP product announcements. This year is no different. First: Segment is adding low-code ways to gather mobile app events and control downstream data activities, user-managed identity resolution rules, and new features to comply with data privacy regulations.

Next is Treasure Data, which is offering prebuilt, customizable “dashboard accelerators” for customer data views, predictive models, and attribution. They’ve also added connectors for fifteen more systems, including Amazon DSP, LinkedIn, and Gigya. And there’s a new retail SDK to capture and use precise in-store location data.

Finally, B2B CDP Leadspace has added a new segment building utility, which combines each client’s own data with data assembled by Leadspace. They have also enhanced data ingestion and master account creation.

You may recall that the IAB Europe has developed a widely-adopted ad consent framework that lets real-time-bidding comply with GDPR. Well, oopsies – investigators at the Belgian Data Protection Authority, which is the lead regulator for this particular issue, found the framework fails to meet legal requirements. At least, we think they have: I couldn’t find the report anywhere online, maybe because it’s in Dutch or maybe because they just really like privacy.

Maybe we should stop trying to save Web advertising as we knew it and find what comes next. One option, oddly enough, is an even older technology called “television”. Of course, it’s not old-school broadcast TV, but individually-addressable digital TV, where consent isn’t an issue because it’s a condition of watching. Nielsen has been testing a digital TV measurement platform since January and wukk biw yse Tru Optik’s 80 million household identity graph to improve its capabilities. Fun fact: TransUnion bought Tru Optik earlier this month.

With all these crazy changes happening, not to mention a pandemic, this seems like the right time to mention that Dentsu has found “prepared” CMOs are more likely to succeed. Agility, customer experience innovation, and expanding beyond marketing’s traditional role all distinguish this group. They’re twice as likely to expand their budget in the next year as “non-prepared” CMOs. Download to see what else they’re doing differently.

Dun & Bradstreet has launched a self-service data quality tool, D&B Connect. It cleans, matches, and enriches data within existing systems rather than pulling it into a separate CDP. They don’t call it “no-code master data management” but it must have been tempting.

Phunware gets style points for a friendly name but loses them immediately by calling itself a “fully-integrated enterprise cloud platform for mobile”, which tells you exactly nothing. Near as I can tell, they offer some combination of analytics, messaging, and ad sales. In any case, they’ve just added a CDP to the mix, pulling in data from many sources and organizing it for customer analytics and segmentation. Don’t get me started on “Multiscreen-as-a-Service”.

Amplitude calls itself a “product intelligence platform”, which seems to mean it’s selling customer behavior analytics to product managers. They’ve just introduced a customer journey analysis tool that tracks customer behavior on digital products and finds the events with the highest impact on results like dropping out or converting. Useful.

Rreports of personalization’s death are greatly exaggerated. This exquisitely designed study from MAGNA and IPG Media Lab found different kinds of video ad personalization generated improvements from 5% to 16% in different metrics. Fascinating detail on how subject matter, data type, ad channel, and other variables affect results.