Here’s a rare treat, Dear Reader: three items about Customer Data Platforms. We’ll start with news that B2B CDP Leadspace has launched a native Salesforce integration making Leadspace’s contact data, intent signals, and predictive modeling scores available directly within the Salesforce CRM interface.
Today’s marketers have more data available than ever but struggle to pull it together in a usable format. Customer Data Platform (CDP) technology offers the promise to solve this problem by offering easy-to-deploy systems resulting in data unification and sharing. But marketers, technologists and executives rightly wonder: can CDP really deliver on this promise?
I’m pretty sure that Mojo Vision wasn’t kidding when they announced they have emerged from stealth to offer “invisible computing”, but they certainly seem ripe for ridicule. Saying “the company did not offer any immediate specifics regarding product availability or planned form factors” doesn’t help. The general idea is augmented reality for hands-free data display. They did say they’ve raised more than $50 million dollars, apparently on the reputations of the co-founders.
Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.