Datorama has integrated with LiveRamp IdentityLink for cross-device customer tracking, which will improve the accuracy of Datorama’s campaign targeting and analytics. Datorama qualifies as a CDP but their primary focus is ad performance measurement.
Axway today announced AMPLIFY, a new data integration and engagement platform. It exposes separate data sources as API-enabled services. It is also introducing a marketplace of prebuilt services and templates to speed application development drawing on the exposed data. Axway started in 2001 as a rules engine and evolved to focus on API-enabled data integration. Its technology is used by more than 11,000 organizations worldwide. Not a CDP because it doesn’t create a unified, persistent database. But API integration does a partial set of CDP capabilities.
Here’s another non-marketing use for customer data: in this case, providing intelligent advice to sales people. PROS offers cloud-based solutions to help with product recommendations, pricing, and deal management; it can advise human agents or feed directly into Web sites. And it uses “advanced data science”…but then again, nowadays, who doesn’t?
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.