I’m still not convinced that minor news about major vendors is the best use of this newsletter. But you seem to like it, Dear Reader. So here’s more. We’ll start with B2C marketing automation vendor Selligent repositioning itself as a marketing cloud including a Customer Data Platform. Data management capabilities do seem to meet CDP standards, including a highly customizable data structure and connectors for a wide variety of source and execution systems. We’re gonna need a bigger bandwagon.

Coincidentally, we have a survey from data vendor Experian, which last year spun off its own marketing services business as Cheetah Digital.

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.