Mobile-oriented CDP mParticle has added the ability to display the complete record of an individual customer, including attributes and behaviors. It’s the sort of thing a sales person or customer service agent might use. It shows that mParticle, like other CDPs, is extending beyond data management.
As the GDPR effective date looms ever closer, we see companies taking a more nuanced view of compliance.
Putting things in a broader perspective, a survey from digital transformation consultants PointSource concluded that many companies are jumping into new technologies they don’t understand and without fixing their existing systems first. CDP vendors take note: more than half said building a complete customer view involves accessing more systems than they’d like.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.