CDP Institute

Are you sad this newsletter hasn’t been covering Facebook’s privacy troubles in detail? Then you’re in luck: here’s a detailed look from Raab Associates at items you might have missed and some perspective on what it might all mean. You’re welcome.

Marketing automation vendor Marketo has acquired B2B multi-attribution specialist Bizible for an undisclosed price. Bizible was already integrated with Marketo, as well as Marketo competitors including Salesforce Sales Cloud, Salesforce Pardot, Oracle Eloqua, Act-On and HubSpot.

Product analytics vendor Amplitude has added the ability to track individual customers across multiple products. Yep, sounds like a Customer Data Platform. Interestingly, they have integrations using the mParticle and Segment CDPs as data collectors.

Sorry about that headline; I couldn’t resist. Namogoo prevents what it calls “online journey hijacking”, which is injection of unauthorized ads and content by third party services running on a brand Web site. They just raised a $15 million Series B, bringing their total raise to $28 million.

Predictive analytics vendors Radius and LeadSpace have announced a merger agreement.

Also illustrating the link between data and analytics, a survey from CDP vendor BlueShift finds that B2C firms with advanced data access are more than twice as likely as others to use advanced artificial intelligence for segmentation and personalization. Perhaps more compelling: firms using more than 75% of their data are 1.4x more likely to exceed revenue goals. Can you hear me now?

Another and much longer report from CMO Council and RedPoint Global also finds that poor data access is a critical roadblock to customer experience success. Speaking again of revenue: 76% say customer experience success will be measured by revenue growth but only 10% can measure bottom line impact of their engagement efforts in real time. The good news: that’s up from 5% in last year’s report. Lots of good detail here.

Segment has added features for GDPR compliance to its API, focusing on data suppression and deletion requests. They’re not the only CDP to do this, of course. I wouldn’t ordinarily report on something this narrow but know you’re interested, Dear Reader.

Cross-app workflow platform IFTTT (“if this, then that”) has raised $24 million, bringing its total to $63 million. Without getting into nuances, IFTTT is more consumer-oriented than integration platforms like MuleSoft (just bought by Salesforce for $6.5 billion if you’ve been trapped in a cave).

Predictive analytics vendor Lattice Engines has announced what it calls the first Customer Data Platform for Account-Based Marketing, a claim that other B2B CDPs would surely contest. For what it’s worth, Lattice and several similar systems were listed as CDPs in the original CDP Guide published by Raab Associates in 2013. The new platform is in private beta and should be released by the end of 2018.

Ok, Dear Reader, I know you’re not always interested in surveys but here are some that are exceptionally deep. First, Evergage dives into personalization and finds that 88% of marketers think their customers expect it but just 31% think marketers get it right. A solid 87% report personalization has generated a measureable lift in results. Good detail here on channels, data sources, obstacles, and such. Best factoid: the proportion thinking personalization should be a high priority has grown from 64% in 2016 to 77% in 2018.

Drilling further, digital experience platform e-Spirit finds just 26% of companies can currently deliver personalized experiences in real time. They find huge differences between leaders and laggards in cross-channel content distribution, system integration, and more. Factoid: just 25% of companies use 60% or more of their existing digital experience systems.