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.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)