Drilling further, digital experience platform e-Spirit finds just 26% of companies can currently deliver personalized experiences in real time. They find huge differences between leaders and laggards in cross-channel content distribution, system integration, and more. Factoid: just 25% of companies use 60% or more of their existing digital experience systems.
Predictive analytics vendor Lattice Engines has announced what it calls the first Customer Data Platform for Account-Based Marketing, a claim that other B2B CDPs would surely contest. For what it’s worth, Lattice and several similar systems were listed as CDPs in the original CDP Guide published by Raab Associates in 2013. The new platform is in private beta and should be released by the end of 2018.
Since Web content seems to be today’s theme, let’s round it out with news that IAB Europe and IAB Technology Laboratory have released a framework for publishers to gather visitor consent for sharing their data with third parties. If I’m reading it correctly, a Web site pop-up would let visitors specify which from a list of third parties can have their information. It will take some pretty great marketing to make that work. Some European publishers have already signed on but we’ll see how others react.
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.