CDPs aren’t the stars of Cardinal Path’s latest State of Digital Marketing Analytics report, although they do play a supporting role as suspects in the decline of Data Management Platforms, whose adoption fell across the board. The authors relate the DMPs’ fall to growing interest in CDPs, citing this Google Trends chart. I’m skeptical but maybe some people who bought DMPs for the wrong applications are now finding CDPs are a better fit.
We reported last week that Amazon was sharing its personalization algorithms. Today it’s Google’s turn: they have launched BigQuery ML, which builds machine learning models on data in the BigQuery data store. Users must know SQL but not Python or Java. Google even provided “tutorial-like” templates for customer segmentation, lifetime value prediction, and conversion prediction. So bright…so shiny…
Oracle’s announcement makes a tantalizing promise to “rethink the CDP market”. But its actual news is that Accenture and Capgemini will deliver CDP support services. You may think that stressing how hard it is to deploy their product would be pretty poor marketing but that’s why they’re Oracle and you’re not.
Publicis Groupe has acquired Capitiv8, the influencer platform that boasts 15 million creators, including 95% of all influencers with over 5,000 followers. This follows last year’s acquisition of Influential, itself a huge influencer network which works alongside Publicis-owned connected identity platform Epsilon. Adding Captiv8 gives Publicis the biggest influencer network in the world.