Raise your hand if you’ve started to eat chocolate chips straight from the bag. I thought so. Here’s the CDP newsletter equivalent of comfort food: a study from ecommerce platform Kibo finds that personalization works just great and more works even better. “Retailers with a marketing-led cross channel personalization strategy are most likely to earn ROI of 400% or more.” Yum.
Sales and marketing results improved at 94% of companies that increased their data quality investment and fell at 74% of those that didn’t, according to this Dun & Bradstreet study. Quality had its greatest impact on basics including sales prospecting and closing, insights, and campaign execution, and the least on advanced goals including personalization, online/offline alignment, and Account Based Marketing. Bear that in mind when you’re justifying your next quality investment.
Finally, CDP Audiens announced an $8 million strategic investment from South Korea’s NHN Corp. In addition to cash, Audiens will gain access to data from NHN’s game, payment, IT and advertising businesses.
The second half of 2024 saw the CDP industry continue its shift towards embedding CDPs in customer-facing systems, according to the CDP Institute’s latest Industry Update report. Nearly all firms new to the report had added a CDP to an existing product, and major acquisitions including ActionIQ, Lytics, and mParticle were all made by customer management vendors. The new report adds coverage of composable CDP vendors, which is still a much smaller sector than conventional CDP systems.