CDP Institute

Retail and hospitality customer engagement platform Givex has added the ability to create comprehensive customer profiles that include interaction data from other systems.  The new product, GivexEngageAI, also develops customer segments, executes marketing campaigns, and recommends next best actions.  The company refers to it as a CDP and it does appear to tick all of our boxes.

A comparison between Q1 2023 and Q1 2024 reveals marketing technology funding plummeting from $13.2 billion to $1.8 billion, although the latter was an increase on the $699 million figure for Q4 2023. New product announcements were up over 100% on the previous quarter. Interestingly, investment in productivity/workflow and web performance/security both outstripped investment in AI.

Measures to ensure ads do not appear adjacent to negative content may serve no purpose. That’s the conclusion of research conducted by HarrisX for marketing network Stagwell Global. Ads appearing alongside stories about politics, inflation and crime performed no worse than ads appearing adjacent to sports, entertainment or business stories (based on a survey of almost 50,000 U.S. adults).

Amperity has launched Lakehouse CDP,  which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks.  Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.

Co-existing with external data stores is becoming a CDP must-have.  Tealium announced an integration with Snowflake’s Snowpipe Streaming API to support real-time access to capture, process and activate customer data. The combination of Tealium and Snowflake will establish a centralized, consented data hub and speed data ingestion for AI applications.

Emails with personalization based on customer journey and behavior data outperform generic emails, achieving conversion rates of up to 93.3%, according to MoEngage’s latest benchmarks report. Personalized SMS conversion rates outperform generic, broadcast SMS by a third. Behavior-based push notifications on iOS and Android also outperform generic.

Nearly half (49%) of TV viewing occurs outside of broadcast and channels, according to Nielsen Media Distributor Gauge, a just-launched solution that aggregates total TV consumption across broadcast, cable and streaming by media company. It’s more evidence, if needed, of the growing importance of non-traditional video consumption and of Nielsen’s effort to maintain its position in TV measurement despite the changes.

Just 18% of B2C marketers rated CDP as their top priority for improving segmentation, far behind better data quality (54%) and integrating data (46%), in this Ascend2 survey for Porch Media Group.  First-party data is already considered by far the most important type for building audiences marketers and more first-party data is the top solution to cookie deprecation, while Google Privacy Sandbox and consumer ID solutions rank last.

From Jamie, Senior Intern at the CDP Institute Department of the Obvious: Food marketing can work. Research presented at the European Congress on Obesity showed that the eating habits of digital games players were influenced by in-game food ads or influencers. “The high level of exposure to digital marketing of unhealthy food could drive excess calorie consumption and weight gain, particularly in adolescents who are more susceptible to advertising,” the researcher said.

Google will begin the U.S. rollout of its much-anticipated generative AI search capability this week, with rollout in other countries “coming soon.”   Search results include links to information sources but Website owners still worry that detailed answers will result in fewer people clicking past Google to their own websites.  From Google’s perspective that’s a feature, not a bug.

Enterprise CX platform Avaya announced a new partnership with AI-based conversation vendor LivePerson. Avaya users will gain direct access to LivePerson’s messaging, AI, and conversation orchestration solutions and analytics. The relationship isn’t exclusive: Avaya has similar deals with several LivePerson competitors.

Almost three-quarters of consumers worry daily about being tricked by deepfakes into handing over sensitive information or money. On global average, 60% of consumers think AI regulation should be stricter. Message for marketers: Deepfakes are not necessarily malicious; they can be fun; but think twice about using them and then don’t.