This study from investment firm ComCap puts these deal in perspective with an overview of the marketing software industry and deep(ish) dives into customer engagement platforms (personalization engines), digital experience platforms (delivery engines), and CDPs. They project a 27.5% annual growth for CDP from 2019 through 2025. Also includes detailed lists of marketing software funding, acquisitions, and public companies.
Salesforce has introduced immodestly-titled Customer 360 Truth – which looks to be a full-fledged CDP, although the words “customer data platform” do not appear in their description. Nor does an availability date, although we understood the product was to be released at Dreamforce. Also announced: no-code customer data integration via Mulesoft, a Google Cloud connector for MuleSoft and an agreement to use Amazon Connect as Salesforce’s primary contact center offering
We might as well finish with another survey. Accenture found that companies who are “strategically scaling” artificial intelligence are getting better results than companies that just do Proof of Concept tests. The strategic scalers are also more likely to invest in data management. No explicit mention here of CDPs but you get the idea.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.