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Arrivalist Connects Digital Ads with Real-World Store Visits

December 13, 2017
Location data from mobile devices may be the most important tool connector between digital and physical experiences. Arrivalist captures information from more than 120 million devices, including ads they’ve displayed and where they’ve physically been. It combines these to estimate the impact of advertising on store traffic. They just released a 3.0 version which includes cross-device tracking of individuals and multi-touch attribution.
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Swiftic Mobile App Builder Adds Social Influencer Version

December 12, 2017
Here’s some product news: do-it-yourself mobile app creation vendor Swiftic (formerly Como and, before that, Conduit Mobile) has launched a version to help social media influencers monetize their audiences. Swiftic’s core market is small businesses, which pay roughly $50 per month for apps that integrate a variety of services including loyalty programs, appointments, coupons, push notifications, and deliveries. They have over 20,000 customers.
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Google Captures Identity on Nearly Two-Thirds of All Web Page Visits: Ghostery Study

December 11, 2017
Just how much of your Web behavior is actually tracked by data aggregators? Well, Google and its affiliates alone track visitor identities on nearly two-thirds (64.4%) of worldwide Web browsing, according to a study by anti-tracking vendor Ghostery. Facebook trailed with trackers for a mere 28.8% of all page visits. Ghostery found 77.4% of pages had at least one tracker while more than 15% of pages had ten or more.
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Walled Gardens: Google, Amazon Block Each Others’ Products

December 11, 2017
Maybe you trust Google to act in your interests. Maybe you don’t know they’ve blocked YouTube from Amazon devices for competitive reasons. Or that Amazon won’t sell Google’s Nest products and just recently released a Prime Video app for the Google Play Store. There’s a reason they call these companies walled gardens: and in case you’re unclear, it’s you the consumer they’re keeping inside their walls.
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Openbridge Launches Data Integration Marketplace

December 8, 2017
Openbridge provides a data integration software and services with prebuilt connectors for over 600 systems, including many marketing automation, personalization, and analytics tools. They’ve built some connectors themselves and have now launched a “data marketplace” including connectors from other vendors, including the Segment CDP as well as Fivetran, Funnel, Stitch, and Alooma. Openbridge also provide professional services to help with challenges such as customer identity matching. It’s an interesting approach.
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Marketers Using More Attribution But Still Struggle to Act on Results: AdRoll and Econsultancy

December 8, 2017
I could find another piece of obscure data technology news but you wouldn’t read it. Instead, here’s an especially fine survey from Econsultancy about marketing attribution, sponsored by AdRoll. It’s your chance to wallow in glorious details about uptake, methods, goals, benefits, challenges, channels, effectiveness, regional differences, and more. Just in time for the weekend!
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BloomReach and Elastic Path Announce Strategic Partnership

December 7, 2017
Over on the ecommerce side, we have a strategic global partnership between ecommerce platform Elastic Path and BloomReach, which offers semantic AI-based recommendations and Web content management.  The alliance is positioned as helping marketers who want to use best-of-breed products, so you can think of it as an alternative to consolidation.  No details on what, if anything, the vendors will do to make their systems work together.
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