Meanwhile, influencer marketing agency Whalar produced a study showing that influencer marketing is more effective than TV or social media ads. No surprise there. What’s less obvious is their technique: “Steady State Topography”, which reads brain waves to measure emotional response.
Small business lender Kabbage will acquire the assets of B2B CDP Radius Intelligence. According to TechCrunch, Radius’ current products and data no longer be sold directly. The deal follows purchase of Radius competitors Mintigo by Anaplan last week and Lattice Engines by Dun & Bradstreet in June. Remaining independent B2B CDPs include Leadspace, Zylotech, and CaliberMind.
Changing the subject a bit, Engagement Labs found that there’s literally zero correlation between online and offline conversations about companies. Their message is that both are important but must be measured separately. Good point.
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.