Digital Leaders Prioritize Single Customer View: SAP Study

This SAP study doesn’t report on CDP penetration but it does find that 68% of digital transformation leaders are prioritizing creation of a single customer view compared with just 47% of laggards. The study argues that companies should invest in “next-generation CDPs”, a.k.a. “customer intelligence platforms”, which extend basic CDP features to include non-customer data, users outside of marketing, and analytical tools to uncover insights. Guess what SAP sells?

Vienna-based watchdog FRA has requested guidance from the EU on how its current rules apply to AI for “high-risk sectors,” including healthcare and transportation. In part, the agency wants to ensure that people can approve decisions made by AI and require companies to explain how their systems utilize AI.

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Fragmentation also makes it hard to managing influencer marketing projects. The Association of National Advertisers is tackling that one with a new advisory board that plans to define standards for measurement and representation. Reports from Sagefrog and Chief Marketer agree that influencer marketing has done relatively well during the pandemic.

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GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.

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Digital Leaders Prioritize Single Customer View: SAP Study

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