CDP Institute

Improvado consolidates marketing data from more than 100 sources, puts it in a database, and makes it available for analysis. But don’t add them to your list of Customer Data Platforms: they are working with advertising data, not customer-level details. They just announced an integration with the Looker data analysis platform.

Pyze analyzes mobile app users with choropleths (geographical heat maps) which is definitely a term to drop the next time you’re trying to impress that blind date who turns out to be a data scientist.

Open source data integration vendor Talend has purchased Stitch, which offers self-service data movement into cloud data warehouse platforms. That sentence covers so many trends – including open source, self-service, data integration, and cloud-based applications – that I could take the rest of today off.

But wait, there’s more. Location-based data vendor Reveal Mobile has launched Visit, which identifies visitors to specified locations, converts them into advertising audiences, and integrates with audience marketplaces and media buying services. It’s one-stop shopping for location-based advertising: surely there’s a clever play on words in there somewhere.

Location-based platforms may come and go but if you really want a business with ups and downs, try elevator advertising. Captivate has taken the industry to new heights with Captivate Places, a centralized analytics and planning system that lets marketers target audiences using first and third party data and then measures campaign impact on brand lift, foot traffic, and Web behaviors.

Oracle has launched a combined anti-fraud, viewability, brand safety ad solution based on its Dyn (2016), Moat (2017), and Grapeshot (2018) acquisitions. Called Pre-Bid by Moat, is integrated with major DSPs. Ad quality has been a hot topic recently, what with a massive Android app ad fraud uncovered by BuzzFeed and a CHEQ study that found consumers hold brands responsible for inappropriate ad placements.

Yellowfin is another company that’s replacing helping data analysts. It’s just introduced Yellowfin Signals, which continuously looks for changes in source data.  The company describes this much more eloquently as “continuous time-series detection of trends and anomalies with instant correlations”.  It’s also added Yellowfin Stores, which assembles insights in one place but is oh-so-much-smarter than what you used to call a dashboard.

Marketers who argue that consumers should consent to share their personal data because they’ll get better-targeted advertising should think again, according to this survey from GlobalWebIndex. Only 16% of respondents said personalized ads or recommendations would motivate them to share data, compared with 37% citing discounts and a whopping 53% saying because they trusted the company in the first place. Interesting data here on other topics, too.

How bad is the trust problem? Well, strategy agency Clear found that 52% of consumers never take anything brands say at face value. Nearly one third (32%) say the gap between promises and experience is getting bigger. Almost one-fifth (18%) say they stopped using a brand in the past year because of broken promises.

Consumers are underwhelmed by what they get for the data they already share: in this survey from identity management vendor Janrain, just 18% said online ads “often” seem to understand what they want while although 47% offered a grudging “sometimes”.

Vendor alliances are rarely worth mentioning but we’ll make an exception for news that visual recognition expert Clarifai is working with personalization vendor RichRelevance to create a suite of visually-based personalization tools. Use of visual inputs in marketing qualifies as an Important Trend.

Here’s more AI news worth knowing. Email deliverability expert Return Path has launched a tool lets marketers mail their most engaged subscribers early in a campaign, which will yield higher engagement rates that in turn lead to greater acceptance by inbox filters. It can also temporarily suppress mail to fatigued subscribers, lest they get annoyed or unsubscribe entirely.