Let’s look past the trees to some forests today, Dear Reader. Here’s news that digital experience analytics vendor Contentsquare is buying product analytics platform Heap. Closer integration of product marketing and consumer marketing has been a trend for some time.
The case is being brought under charges of the Racketeer Influenced and Corrupt Organizations Act (RICO), which is more often used against organized crime.
Another long-term development is the slow collapse of social media advertising as users and ad buyers find more compelling alternatives. This Skai report brings it into focus: paid social ad cost per thousand were down 29% year- on-year, although impressions and clicks rose 35% so net ad spend was down just 4%. By contrast, paid search cost per click was largely flat (down 4% year-on-year) while retail media impressions, clicks, and spend were all up (32%, 36%, and 35%, respectively).
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.