CDP Institute

Still here? Integral Ad Science found that ads are viewed more favorably when they’re seen in a high-quality environment. They discovered this by strapping electrode-studded shower caps to people’s heads and reading their brain waves. Back off man, we’re scientists.

Wow, you are a really loyal reader. Is that you, Mom? I promise I’ll come for dinner tomorrow. If you’re not Mom, here’s a Forrester Consulting report for adtech vendor 4C.  They found nearly 80% of marketers agree video is becoming more important. What do the rest think, I wonder? Maybe if we read their brain waves….

Martech funding so far this year is more than double the rate of 2018, reaching over $6 billion, according to Venture Scanner. Content creation and content marketing had the highest funding. The report doesn’t include CDPs.

Some tiny fraction of that funding went to Minute.ly, which just raised $8 million for an AI-based system that analyzes videos to extract the most thrilling bits to use as teasers. Minute.ly’s raise came in July so it isn’t actually part of the first-half funding total. Don’t be so picky.

Every time there’s an article about AI-based video analytics I look for one about AI-based video creation so I can write something witty about one AI watching what another AI created. Best I can do today is report that influencer marketing platform AspireIQ has launched a solution to convert influencer posts into paid ads on Facebook and Instagram. There’s probably some AI-based video creation in there somewhere.

You always seem interested in Salesforce news, Dear Reader. We’ll test that by reporting that the company will partner cloud services giant Alibaba to sell its systems in China. This will presumably require acquiescing to Chinese data privacy and surveillance rules. Perhaps a bit of a moral quandary but this is the same Salesforce that ignored objections to working with the current U.S. regime’s immigration agency.

Not all refugees are unwelcome. B2B data aggregator Insideview is aggressively chasing customers were using Salesforce’s discontinued Data.com. Insideview has made several enhancements to data quality tools, which help remove duplicates and add richer information to client databases.

Since today’s category seems to be “companies vaguely connected with Salesforce”, let’s finish with word that mobile sales enablement vendor Bigtincan has purchased Veelo, a complementary solution with more of a desktop focus. Did I mention it integrates with Salesforce?

DemandJump unifies marketing campaign data and makes AI-based recommendations for improvements. Not a CDP since not customer level, so far as I can tell. They just raised a $5.5 million “A2” round, making their funding $14 million to date.

Tools like DemandJump can improve near-term results but high growth companies focus on longer term brand health, according to this Dentsu Aegis survey. Lots of sage advice here but what struck me was 64% of CMOs see data protection legislation as an opportunity to build consumer trust. Good for them.

This Experian report also has some interesting insights about attitudes towards data. The main finding is that 84% of respondents say their company’s data is mostly managed by IT but 75% think departments should be responsible. These are not happy campers. Oddly enough, half say they have a single customer view in place, with most saying it sits in a CRM or marketing automation system. No mention of CDPs.

We also have an interesting collaboration between Catalina Marketing and LiveRamp. Marketers will be able to use Catalina audience segments through the LiveRamp Data Store, making it easier to optimize ad campaigns against 85 million households. It’s another escape route from the walled gardens.