CDP Institute

Whether consumers want their mobile devices matched to other identifiers is another question. This Tealium survey found that 97% are at least somewhat concerned about protecting their privacy and 91% want tighter government regulation. On the other hand, 75% would share personal data in return for discounts or exclusive benefits.

Linking customer IDs is just the start to building a unified customer view. Marketers also struggle to connect information across different data stores. Starburst just raised a $22 million Series A for its system, which enables SQL queries against multiple data stores. It’s based the open source Presto distributed query engine.

Salesforce has introduced immodestly-titled Customer 360 Truth – which looks to be a full-fledged CDP, although the words “customer data platform” do not appear in their description. Nor does an availability date, although we understood the product was to be released at Dreamforce. Also announced: no-code customer data integration via Mulesoft, a Google Cloud connector for MuleSoft and an agreement to use Amazon Connect as Salesforce’s primary contact center offering

Dreamforce often inspires Salesforce competitors to make announcements of their own. Right on cue, Informatica said it will make its IICS integration platform and Enterprise Data Catalog available on Google Cloud Platform. Previews will start by the end of this year. Informatica already offers a variety of other data management services on Google Cloud.

Amazon Web Services also has news: an AWS Data Exchange to streamline the process of finding and using third party data. I The program launches with more than 1,000 data products including sets from Reuters, Change Healthcare, Dun & Bradstreet, and Foursquare. Any personal data is properly anonymized, of course.

Here’s yet another acquisition of a recommendation engine vendor: digital experience platform Episerver has purchased Idio, which tracks individual customer behaviors and recommends best actions in real time. This follows recent acquisitions of Custora by Amperity, RichRelevance by Manthan, and Boxx.ai by Netcore.

Komiko is a different type of recommendation engine: it predicts buyer behaviors and suggests best actions to sales people. They’ve just been bought, too, by market intelligence vendor ZoomInfo, which in turn is owned by B2B data compiler DiscoveryOrg.

This study from investment firm ComCap puts these deal in perspective with an overview of the marketing software industry and deep(ish) dives into customer engagement platforms (personalization engines), digital experience platforms (delivery engines), and CDPs. They project a 27.5% annual growth for CDP from 2019 through 2025. Also includes detailed lists of marketing software funding, acquisitions, and public companies.

We might as well finish with another survey. Accenture found that companies who are “strategically scaling” artificial intelligence are getting better results than companies that just do Proof of Concept tests. The strategic scalers are also more likely to invest in data management. No explicit mention here of CDPs but you get the idea.

How confused is everyone (except you, Dear Reader) about CDPs? This Forrester survey of marketing and sales leaders found that 89% of say they have a CDP but just 11% are actually creating a unified customer profile, which is the core CDP function. Better news: those 11% are 3.4x more likely to report double-digit revenue growth than everyone else. Lots of great info here.

Simpler Media Group pegged CDP deployment at 22% (including other customer data management systems) in a survey of executives from marketing, IT, CX, and other areas. Companies with effective customer experience systems were more likely to have a CDP or customer data management system in place. Other interesting results on personalization, artificial intelligence, privacy, and other issues.

Adobe has officially released its Real-time Customer Data Platform, after many pre-announcements. It’s like the wedding night of a couple who have lived together for years: fun but no surprises. They also released new customer journey analytics and journey orchestration products, also previously in beta.