Data access vendor Hightouch has released Personalization API, which provides real-time access to cloud databases. Don’t get too excited: the data will only be as current as the underlying data warehouse, which is rarely itself updated in real time. And, as the company notes in a very interesting accompanying blog post, the data is actually loaded into an intermediate “distributed, multi-region data store”, not read from the warehouse directly.
No good salesperson blames the buyer for poor results, but that doesn’t mean buyers aren’t sometimes a problem. In fact, this study from Zip found that 79% of accounting and finance professionals said their company has challenges in its B2B purchasing process. One reason: 48% say their firm requires at least six cross-functional approvals for a new software or vendor purchase.
This IAB report provides an in-depth look at the super-hot topic of Data Clean Rooms. Nearly two-thirds (64%) of respondents said they had one, with privacy and data activation the main applications. The report cautions that clean rooms take a lot of money (average $376,000 per year), staff (49% have six or more dedicated employees) and time (up to two years to deploy). Also stats here on CDP deployment (72%), cost ($437,000 per year) and satisfaction (60%).
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.