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Influencer Programs Outperform TV Ads: Nielsen Study

So if brands shouldn’t take policy positions, how about hiring influencers who probably have strong opinions of their own? Well, there’s certainly the risk of an influencer going off the rails but most followers presumably agree with them. This Nielsen study doesn’t address risk but did find that influencer marketing is better than TV commercials at generating engagement and improving brand metrics. TV is still best at building awareness.

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Evergage CDP Adds Personalization to One Step Retail Solutions In-Store Systems

January 15, 2018

The National Retail Federation’s big trade show kicked off in New York yesterday. This would usually generate a flood of news but so far it’s more of a trickle. Here’s one item from a CDP vendor: Evergage announced an alliance with in-store tech vendor One Step Retail Solutions and retail marketing agency Sophelle. They’ll use Evergage’s data unification and real-time personalization to gather data from One Step systems and to provide those systems with personalized messages.

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Sprinklr Adds Social DMP to Build Audiences

January 11, 2018

You know who else isn’t a CDP? Sprinklr. They’ve added a “Social DMP” to the social advertising module of their social media management system. Their language is distinctly CDP-ish: “Quickly unify unstructured CRM lists, offline data, and streaming data across multiple databases and any social channel”. But look closer and you see they’re creating audience segments, not tracking individuals. That’s what distinguishes DMPs from CDPs. Kudos to Sprinklr for getting the name right.

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Just 17% of Martech System Replacements Are Home-Built: MarTech Report

July 7, 2022

The build-vs-buy debate never ends, and sometimes build really makes sense.  But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey.  That’s down from 31% the year before.  CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new.  Download for more fun facts.

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