CDP Institute

Finding a privacy-safe way to share visitor data without cookies is another nightmare in search of a happy ending. Industry group IAB Tech Lab has proposed replacing cookies with a shared token that acts as a universal identifier, stores privacy preferences, and is backed by measures to ensure those preferences are honored. They hope the standard can be managed by industry groups with government support.

What’s that, you worry that centralized data accumulation can lead to massive leaks people who ignore consent? But surely anyone working with so much sensitive data would never do anything really dumb, like leaving 419 million phone numbers linked to Facebook accounts on an insecure server. Oh wait: Facebook just did.

Looking for some ammunition in your fight for a data quality program? Bad data costs marketers 21 cents of every media dollar, according to this Forrester study for Marketing Evolution. Quality leaders performed better on every imaginable business metric.

An Experian survey makes the same point: 65% of respondents said inaccurate data has undermined key initiatives. Just 11% have mature data quality initiatives. Even so, more cite communications, skills, and budget as obstacles to data utilization than technology or data quality.

This seems a good place to mention that B2B data provider DealSignal has recently launched a CRM Data Health module to dynamically clean data in Salesforce. Contact information is just one piece of the data quality puzzle but it’s a good one to solve first.

You may have noticed we’re covering more CDP vendor news, Dear Reader. If you didn’t notice, I’ve just helpfully pointed it out. Today’s item is a new cohort analysis feature from AgilOne. They also released an enhanced segment builder.

Pulling back to the big picture, Dentsu Aegis has released an insightful but hard-to-summarize survey of CMOs. The main CDP-related takeaway is CMOs have plenty of data but struggle to get value from it. On the bright side, 65% see data privacy legislation as an opportunity to build customer trust.

Here’s something rare: upbeat privacy news.

Small business lender Kabbage will acquire the assets of B2B CDP Radius Intelligence. According to TechCrunch, Radius’ current products and data no longer be sold directly. The deal follows purchase of Radius competitors Mintigo by Anaplan last week and Lattice Engines by Dun & Bradstreet in June. Remaining independent B2B CDPs include Leadspace, Zylotech, and CaliberMind.

B2C CDP and personalization tool WebTrekk was bought last April by marketing system mash-up Mapp. The two have just announced “Mapp Intelligence powered by Webtrekk” which will use Webtrekk’s AI and unified profiles for analytics, personalization, and remarketing campaigns.

More acquisition news: conversational marketing platform Drift is buying Giant Otter, which uses AI to build chatbots even smarter than Drift’s existing products. Wasting no time, Drift announced Drift Automation, a chatbot tool that uses the Giant Otter technology.

Meanwhile, influencer marketing agency Whalar produced a study showing that influencer marketing is more effective than TV or social media ads. No surprise there.  What’s less obvious is their technique: “Steady State Topography”, which reads brain waves to measure emotional response.