People who say CDPs are only for marketing might want to reconsider: 26% of Segment clients send data to customer success tools and 15% send to CRM systems. This from Segment’s state of the industry report, which includes a rare look at actual usage data. Download to see what other myths they’ve busted.
Customer journey orchestration engine Thunderhead has announced a ThunderBay, an AI-driven platform that creates individual-level optimized cross channel journeys. The system deals with the interdependencies among events, history, time, and path which overwhelm conventional methods. All good, even though the press release includes a gratuitous swipe at “CDPs and their ilk.” Ilk?
Sure enough, data quality is the top concern of location data buyers, according to this 451 Research study for Cuebiq. Privacy ranked fourth, just behind dealing with multiple data sources and walled gardens. The study found that 98% of marketers use location data to some degree, although just 27% consider it a key component of their strategy.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.