Taiwan-based CDP Appier has purchased Woopra, a U.S.-based customer journey analytics vendor.  Woopra will use Appier-collected data to simplify journey analysis and integrate the results with marketing programs.  The deal will also give Appier more access to U.S. and European customers.

This announcement from Experian and adtech vendor Yieldmo is intriguing but vague.  What seems to be happening is that impressions in Yieldmo’s ad exchange are being enhanced with Experian data about the person who will receive the impression, and Yieldmo is using the same data to generate advertising materials tailored to that person.  But the companies never quite say  that, so it’s possible there’s less here than meets the eye.

Mobile marketing platform Attentive joins the martech throng putting together a complete solution featuring data cloud Snowflake. Based on Snowflake Marketplace, the feature will allow joint customers to create a data loop, activating first-party data from Snowflake in the Attentive platform and sending performance data back to Snowflake for analysis. Attentive will also be able to feed customer interactions, including conversations, back to Snowflake.