CDP Institute

On the other hand, BRP Consulting argues that marketers should give consumers more personalization, not less. They found 87% of consumers want a “personalized and consistent experience across channels” while just 53% of retailers make personalization a top priority. But BRP is looking at convenience features, such as a shopping cart shared across channels or real time inventory visibility, not personalized offers.

And while we’re questioning assumptions, maybe Account Based Marketing isn’t so important, either. ABM vendor Terminus and the Heinz Marketing agency found that just 61% of organizations said they’re using ABM, compared with 81% one year ago. The percentage planning a budget increase similarly dropped from 82% to 60%. Thinking positive, the report argues the slower growth is a sign of maturity.

To say it’s a slow news day would be generous, Dear Reader.

IT departments are famously uninterested in customer data management in general, let alone CDPs in particular.

Meanwhile, SaaS technology management vendor Blissfully reports that 1,000+ employee firms use an average of 211 SaaS applications and replace an average of 38% over a two year period. Among companies of all sizes, 71% have at least one SaaS subscription with no billing owner, suggesting it’s not actively used. Let’s just say there’s room for improvement.

LiveIntent, which places ads within company emails, is changing to include a new onboarding service, which will connect a company’s Web site visitors to CRM records. LiveIntent previously worked with an external onboarding partner.

Ah, Spring. A time for change. Right on cue, predictive sales management vendor Clari is changing its scope to include all revenue-related departments. Clari assembles customer and prospect data from multiple corporate systems, generates forecasts and other analytics, and will now share the results with sales, marketing, and customer success teams. It would be a Customer Data Platform if they exposed the data to external systems, but it seems they do not.

Technographic data compiler HG Data is changing its name to HG Insights and adding a new platform which gives on-demand access to its information.

Two LiveRamp items today: they’ve entered the B2B identity data market place and added Experian audience segments to their B2C data. They were in the news last week for offering free use of their Person ID to ad buyers and sellers. Seems their split from Acxiom last September has freed up some animal spirits.

To hear about LiveRamp’s adventures and other martech news, tune into the weekly Talking Stack podcast featuring MarTech Advisor Editor-in-Chief Chitra Iyer, industry expert Anand Thacker, and CDP Institute’s David Raab. Podcasts are hot: monthly listeners grew from 24% to 32% of the U.S. population from 2017 to 2019, according to Edison Research. Edison also reports that Facebook users fell from 67% to 61% of the population, although Instagram and Snapchat took up most of the slack.

Speech is important but reading isn’t dead. In fact, careful word choice makes a huge difference in ad performance, according to this study from automated creative tool Persado. Did you know that percentages like “45% discount” drive on average 23% more engagement than specific dollar amounts like “over $100 savings”? Or that “complimentary” outpulls “free” by up to 21%? It’s the perfect Daylight Savings Time gift for that copywriter in your life.  And it’s complimentary.

Online survey vendor SurveyMonkey has bought Usabilla, which captures feedback from Web site users. It’s a natural extension of SurveyMonkey’s business. Price was $80 million.