CDP Institute

Fospha has recently been selling itself in part as a GDPR compliance tool. It should be an effective pitch: data modeling vendor Erwin found just 6% of enterprises say they’re fully prepared for the GDPR deadline of May 25. But the survey also suggests the GDPR solutions must be sold outside of marketing: 36% said IT alone is responsible for meeting data regulations and 55% said IT and business units share responsibility.

You were less interested than expected in Tuesday’s batch of CDP vendor news, Dear Reader. But I’ll continue to report on such things. Here’s an announcement that mParticle has added a batch of new features to help companies comply with GDPR rules for consent management and data requests. They’re among many (well, several) CDP vendors who are positioning themselves as partial solutions to GDPR requirements.

On the other hand, you were more interested than I expected in last week’s news about Acxiom splitting into data and services divisions. So maybe you’ll also be excited to hear that Acxiom’s LiveRamp is acquiring B2B data compiler Pacific Data Partners. The move extends LiveRamp’s cross-channel identity resolution to include B2B contacts. This is actually kind of a big deal.

And while we’re reporting on vendor acquisitions: personalization vendor Windsor Circle has been bought by OSG, which adds marketing messages to invoices, billing statements, and similar communications. Windsor Circle builds customer profiles using eCommerce data but no one has ever called them a CDP.

If you’re expecting some cutesy Valentine’s Day theme today, you’re reading the wrong newsletter.

That Winterberry report was a relatively long 35 pages, but it’s a greeting card compared with the 177 page behemoth the IAB just published on the 21st Century Brand Economy. Their central point is that brands will interact directly with consumers, removing many barriers that formerly protected market leaders from competition. IAB supports, or maybe undercuts, its argument by noting that non-store sales grew from under 4% of retail in 1992 to 9.4% in 2015. Success will require direct marketing skills, trust-building, smarter ad buys, and lots of data.

Accenture weighed in with its own 78 page epic, a Technology Vision offering five snappily-named trends including Citizen AI, Extended Reality, Data Veracity, Frictionless Business, and Internet of Thinking. They see companies integrating themselves deeply into their customers’ lives, requiring new levels of trust, technology, and, of course, data.

So, you want more vendor news? Okay then. UK-based Customer Data Platform RedEye has added an AI-based predictive modeling module that creates conversion, multi-purchase, churn, subscription and lifetime value models. Scores are easily available to use in RedEye marketing campaigns.

Here’s a two-fer: CDP vendor AgilOne and personalization vendor Monetate have partnered to make AgilOne data easily available to Monetate for personalization. Joint clients will also benefit from AgilOne’s AI-driven insights, which will supplement Monetate’s own AI-driven recommendations.

The Zaius CDP also has a new friend. It’s customer support vendor Zendesk, which will feed its data into Zaius to create a more complete customer view. Zaius also does personalization, marketing automation, and attribution.

Any headline about people wanting more government regulation has a certain man-bites-dog appeal.

I’ll do a little cherry-picking of my own to note that an Adobe survey found 26% of consumers listed too-creepy personalization as the biggest annoyance with brand content and 28% said they’re not comfortable sharing any information with brands.