CDP Institute

We might as well finish on the same theme. Tru Optik, which launched its own Marketing Cloud last month, announced a partnership with media research agency Kantar Millward Brown for sales attribution. Tru Optik captures data about viewers of Over the Top (OTT) television, which is programming you see over the Internet. The alliance will combine OTT ad exposures from Tru Optik with sales results gathered by Kantar to measure ad results.

Customer Data Platform vendor BlueConic has added a recommendation engine to its product. The engine works at the individual level, draws on profiles assembled by BlueConic, and can drive messages delivered by BlueConic. The company says customers have seen 30 to 50 percent higher click-through rates than with existing recommendation tools.

B2B predictive analytics vendor Radius has been placing more emphasis on leveraging its multi-source database of information on 20 million businesses. The company’s latest venture is Radius Data Stewardship, which provides continuous data cleaning services for a client’s CRM and marketing automation data. This is definitely not a CDP but (a) it could update CDP files and (b) it illustrates the increasing variety of customer data sources. Also (c) it’s nice to talk about B2B every so often.

A Forbes Insight report, sponsored by marketing operations platform Aprimo, found that 74% of marketers cite “agility of marketing operations” as a key challenge.

Yesterday's newsletter was so drearily fact-filled, and on the eat-you-broccoli topic of data protection, no less.

Speaking of big pictures, Snapchat is rumored to be working on a technology to overlay virtual billboards on real-world surfaces. “Augmenting reality with more branded content” is how the article describes it. The “more” in that sentence is delightfully ambiguous: does it express excitement or dread?  And how much branded content is already in augmented reality?

Here’s another mixed blessing. The new chief of the Federal Communications Commission is expected to overturn rules that required consumer consent before Internet Service Providers like Verizon and Comcast could monetize the behaviors of their customers. Net neutrality is on the chopping block too. Ad industry leaders are happy. Privacy advocates, not so much.

Maybe you think you’re safe from identity fraud because you don’t make dumb mistakes about exposing your data. Think again. A study by Princeton and Stanford researchers found anonymous browsing history – which is widely available – was enough to correctly uncover a user’s true identity up to 70% of the time. Time to find an identity? Less the one minute.

Data Privacy Day came and went last week with little notice, but the May 2018 deadline for complying with the European Union’s General Data Protection Regulation (GDPR) is coming closer whether you’re paying attention or not.

If you’re wondering why stronger data protection might be needed, how about a finding that identity fraud hit 15.4 million U.S. consumers last year. That’s 6.15% of ALL consumers. Which means, if attacks are randomly distributed, YOU have a 60% chance of being hit over a ten year period. But attacks are not randomly distributed: active social networkers or ecommerce shoppers are more likely to be hit. Sound like anyone you know? Study was from Javelin Strategy & Research, sponsored by identity protection vendor LifeLock.

Let’s talk about email today, shall we? First, we have an integration of LiveIntent with LiveRamp. In case you’re getting your lives mixed up, LiveIntent inserts advertisements into publisher and brand emails, using predictive analytics to find the best ad for each person. LiveRamp matches email addresses to cookies and other digital identifiers so marketers can send display ads to email customers. The deal will make it easier for marketers target the same people across both media.

Next, we have email data provider TowerData announcing real-time “access to recent browsing and search-based purchase intent data aggregated from 10,000 stores and 7,500 brands across thousands of shopping sites”, which can be used for Web site personalization in addition to email targeting. Having access to all that data is what’s new for Tower. But this is really more about cross-channel integration than email.