CDP Institute

Lest we neglect Salesforce and Microsoft: those two have expanded their relationship by moving the Salesforce Marketing Cloud to Microsoft Azure. The switch will improve performance, enhance scalability, and reduce deployment times. Not that those were problems. The companies also plan to connect Salesforce Sales and Service Clouds with Microsoft Teams.

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.

When Microsoft bought LinkedIn for $26 billion, observers suspected the justification for the price was closer connection of LinkedIn data with Microsoft’s Dynamics CRM system. Sure enough, the company has just announced a “Data Validation” feature that will automatically update Dynamics CRM when LinkedIn learns that a contact has changed companies. As Microsoft puts it quite nicely, “It’s one simple field – but with a lot of powerful uses for Sales Operations teams and users alike.”

SnapLogic has extended its quest to empower expertise-free “citizen integrators”. Its latest feature, called Pipeline Synthesis, lets users identify the two systems they want to connect and then creates an end-to-end process to make it happen. It’s not clear whether the interface is entirely drag-and-drop or users still must know how to read.

Self-updating CRM files and hands-free integration pipelines may seem magical, but the real miracle would be connecting marketing programs to business results. Mobivity is addressing that challenge with a new feature that assigns a unique, customer-specific ID to marketing promotions and then captures the ID when a promotional offer is redeemed. The offers can be delivered by Mobivity’s own text messages or receipt-printed promotions or shared through external channels.

Tealium is launching a private cloud offering. This will let companies use the Tealium platform while keeping their data isolated and making it easier to comply with local privacy regulations. Private clouds are especially popular in industries with highly sensitive data such as financial services and health care.

Also in the cloud: Adobe and Microsoft announced new integrations connecting Microsoft’s Dynamics CRM to Adobe’s Marketo and Campaign products and connecting Marketo to Microsoft’s LinkedIn data. Adobe Magento will soon be available on Microsoft’s Azure cloud platform, joining Adobe Experience Platform (CDP) and Experience Manager (CMS).

Moving on to less familiar names, packaged goods shopper targeting company Quotient has purchased Ubimo, which reports on consumer behavior by location. It’s yet another example of how important location data has become – and how many firms collect it.

Five CDP vendors made the ever-entertaining Deloitte Tech Fast 500 North America list, revealed last week: mParticle (1752% growth), Lytics (1565% growth), Segment (313% growth),Reltio (311% growth), Tealium (210% growth). Figures are self-reported three-year revenue growth rates.

As third party data becomes less available to advertisers, ad personalization vendor Jivox has launched a first-party data collection tool to help brands fill the gap. There’s no magic here: the solution can only collect data on visitors to a brand’s own site and relies on collecting consent or finding another legal basis to use it.

IntentData.io isn’t giving up on third party data quite yet. They’ve just announced a new intent data algorithm that combines custom category development with high-speed activation. No mention of privacy issues but you can bet they have an answer.

Hi folks, it’s Jamie, Senior Intern at the CDP Institute’s Department of the Obvious. I didn’t understand the boss’s message asking me to write today’s newsletter – something about a moose – but I’m always happy to help. Let’s start with a salute to my counterparts at Twilio, who found that 94% of consumers are sometimes annoyed by marketing communications. That’s world-class obviousness. There was less obvious stuff about preferred channels and such, but I ignored it.