CDP Institute

CDPs aren’t the stars of Cardinal Path’s latest State of Digital Marketing Analytics report, although they do play a supporting role as suspects in the decline of Data Management Platforms, whose adoption fell across the board. The authors relate the DMPs’ fall to growing interest in CDPs, citing this Google Trends chart. I’m skeptical but maybe some people who bought DMPs for the wrong applications are now finding CDPs are a better fit.

Speaking of bad martech decisions, CabinetM is helping marketers cut their losses by alerting them when contracts on unused systems are about to auto-renew. CabinetM offers a variety of tools and services to help marketers manage their technology.

We have a CDP triple for you today, Dear Reader. We’ll start with Salesforce, whose big reveal this morning is a plan to extend Customer 360 to create persistent customer profiles. That’s a big step up from the original Customer 360, which only read data on demand from source systems. But don’t get too excited: the expanded version won’t even reach pilot status until this fall.

Adobe included a “real time CDP” with persistent profiles in the Experience Platform it released in March. They’ve now added four “use cases” for Experience Platform, confusingly including real time CDP on the list. More concretely, they’ve announced “triggered journeys” in Adobe Campaign that draw on CDP data to help choose reactions to customer actions. Adobe sees this as an “industry first” although it’s not clear why.

Oracle’s announcement makes a tantalizing promise to “rethink the CDP market”. But its actual news is that Accenture and Capgemini will deliver CDP support services. You may think that stressing how hard it is to deploy their product would be pretty poor marketing but that’s why they’re Oracle and you’re not.

Legendary tech analyst Mary Meeker released her annual Internet trends report last week. As usual, Meeker is bullish on tech and skeptical of government regulation. She’s particularly enamored of video and thinks privacy concerns are “moderating”.

Conversations marketing platform Drift is also bullish on video. They just launched Drift Video, which makes it super easy to create a video and lets agents “hop right in and say hello when someone is watching”. Nothing annoying about that.

InMoment analyzes customer and employee feedback from surveys, call center transcripts, social media, and other sources. They’ve just added real-time emotion detection to the mix, including the ability to activate workflows, coaching and case management. I’d say I’m excited but they already know.

Dun & Bradstreet yesterday announced a deal to buy B2B CDP Lattice Engines. The company describes the purchase as complementing D&B data with Lattice’s AI-based marketing analytics. And they’re not shy about terminology: the headline announcing the acquisition says it will “position Dun & Bradstreet as leading Customer Data Platform provider.”

In the mood for some math? DiscoverOrg asked chief financial officers what percentage of total spend goes to each department and what percentage of each department’s spend goes to tech. Combine those and you can estimate the percentage of total tech spend by department. Fun! The result suggests that sales accounts for 31% of total tech spend, while marketing is in third place with 16% and IT ranks fourth at 9%.

On the other hand, when Harvey Nash and KPMG surveyed IT leaders, 95% said they manage 75% or more of their company’s tech spend. They wish.  More believable: companies that are digital leaders were more three times as likely as non-leaders to have a collaborative relationship between IT and business units (54% vs 18%). Lots of interesting data here but, as with any survey, keep in mind the source.

You don’t usually show much interest in ad fraud, Dear Reader. But $227 million is enough to attract anyone’s attention and that’s how much mobile ad fraud prevention company Adjust raised yesterday. Berlin-based Adjust is expanding globally and broadening its product line to incorporate analytics, cybersecurity, and ad campaign management.