CDP Institute

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.

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.

Hi folks, it’s Jamie, CDP Institute’s Department of the Obvious intern. Make that Senior Intern, actually – the boss recognized my fine work with a new title. Still no salary but he’s thinking about it. In the meantime, a GetResponse study found subject lines, quick response, and frequency impact email open rates. Turns out that weekly newsletters are more likely to be read than daily ones. I’d tell the boss but then I’d have even fewer chances to write.

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.

When it comes to obvious, nothing beats news that social media is rife with fraud. But you might still be surprised that Arkose Labs found more than half of all social media logins are fraudulent as are 25% of new account applications.  It may explain last week’s non-obvious report that online and offline social conversations are not correlated.

Customer Data Platforms rank among the four trends that will transform how marketers run their technology, according to Gartner’s latest Hype Cycle report. Gartner points to confusion about the purpose of CDPs and overlap with other technologies. Fair enough. CDPs are about to enter the dreaded Trough of Disillusionment, which is expected but still not fun.