If you want a much deeper dive into analytics adoption, InfoSys has released a much larger and wonderfully detailed study of big company executives around the world. They cited data integration as the biggest challenge and customer experience enhancement as the most common application. My kind of people.
The News Gods have shown just enough pity to let me avoid writing about more surveys, Dear Reader. We have an honest-to-goodness acquisition: press release service Cision has purchased social media platform Falcon.io, which will help PR people and marketers integrate their publicity and social campaigns. Everyone loves convergence.
Don’t feel left out, B2B marketers. Here’s a Forrester report for you, sponsored by Salesforce B2B Commerce (formerly CloudCraze). It sheds some light on the perennial suite-vs-best-of-breed debate: 13% of respondents use a single vendor stack for all their B2B selling needs, 40% use one primary vendor and supplement as needed, 37% assemble best-of-breed tools, and 9% use a home-grown solution. Good to know.
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.