CDP Institute

Advocado has launched MicroMoment+, which automatically raises Google ad keyword bids for a few minutes after a TV ad is broadcast. Sounds crazy but a pilot study found a 98% increase in click-through. The system can also tie phone calls back to specific ads and includes prebuilt integration with Salesforce, HubSpot, Google Ads, Facebook, Bing ads, Microsoft Dynamics365, Zoho and Google Analytics. Advocado recently merged with Traaqr, which provides small businesses with online-to-phone conversion tracking.

B2B data and analytics vendor Radius has launched Unify, a Customer Data Platform that combines Radius’ proprietary business and contact data with clients’ own data. Users can access the data through Radius’ own audience discovery and segmentation system, Radius Discover, or with third party applications via a Radius API.

Speaking of B2B data, a Dun & Bradstreet survey found that marketers’ confidence in their data had fallen, from 75% last year to 51% this year, even as the proportion who consider data quality important rose from 80% to 89%. Just 38% are currently using Account Based Marketing and 41% have no intention of adopting it. The report speculates the poor data is a roadblock to wider ABM adoption.

Meanwhile, mobile ad platform Smaato reports that GDPR resulted in a sharp spike in costs for non-targeted mobile ad impressions, as advertisers shied away from targeting data they were not certain was collected with proper consent.

Let’s look at some research that contradicts what we think we know.

Another surprise: having customer service employees who are friendly and polite is more important to consumers than having agents know in advance who is calling or offering compensation when things go wrong, according to a survey from Customer Contact Week Digital.

By now, it’s not really surprising that people are losing interest in Facebook.

Deloitte has purchased the AI platform business of Magnetic, which runs optimized ad campaigns against a proprietary audience of more than 350 million user profiles. The acquisition is apparently limited to Magnetic’s technology and the product and engineering teams that support it. It’s not clear what happens to everyone else or whether Magnetic itself will continue to exist.

In another partial acquisition, cross-platform measurement vendor Branch has purchased attribution platform and team of TUNE. Branch maintains its own identity network, using a combination of cookies and device IDs to trace individuals across mobile platforms. TUNE is retaining its HasOffers business, which manages affiliate marketing programs.

Viant is yet another firm with a proprietary audience database, in its case 250 million consumers with deterministic cross-channel identifiers. They’ve just announced a B2B audience product based on data from Dun & Bradstreet, Transunion, Infogroup, HG and PeopleFinders. Marketers will be able to target business professionals based on title, vertical, company size, and location.

Digital experience platform Episerver has been purchased by private equity investor Insight Venture Parnters in a deal valued at $1.16 billion. Episerver combines ecommerce, Web content management, multi-channel marketing, and personalization. It’s another example of private investors buying of customer management systems that might otherwise have gone public.

Gimbal, which offers location-based advertising and marketing, has added cross-device attribution that correlates in-store visits with advertisements on desktop, tablet, and mobile devices. The new offering is based in part on the cross-device advertising business that Gimbal bought from Drawbridge in May. Gimbal tracks user locations through code embedded in apps that users download. It reads GPS for general location and in-store beacons for precise location.