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.
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.
Finally, we have news from Impact Radius, a mashup of three businesses including the Altitude (formerly ClearSaleing) attribution system, which assembles enough customer data to be thought of as a CDP. The other two businesses are Forensiq (ad fraud detection) and Radius (affiliate, influencer, and other paid partner marketing). That’s a pretty diverse collection but we’re told they have now been “natively integrated” into a “marketing technology platform” and the company has rebranded as just plain Impact.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.