Gartner has finally released a Magic Quadrant for CDPs. Always skeptical about CDPs, Gartner positions them as a marketing tool and then questions whether CDPs can survive as customer data is used by other departments.
The last non-direct click method used by Google Analytics makes it hard to prove the impact of paid social. Similarly, pixel-based click metrics at top of funnel no longer provide an adequate view of impact. Fospha, a measurement platform for ecommerce, advocates combining multi-touch attribution with marketing mix modeling to understand effectiveness of ad spend.
AI means that predictive customer insights can be surfaced faster and are more nuanced than in the past according to Twilio’s fifth annual Customer Data Platform Report. Twilio Segment has added well over 400 predictive traits (so far) to its platform. The report also notes the increased popularity of data warehouses as a destination category.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.