You’re never terribly interested in non-CDP data management technology, Dear Reader, but I still like to remind you occasionally that it exists. So here’s a random piece of news that data quality and governance vendor Infogix has upgraded its Data360® platform to validate the quality of streaming messages in Kafka and added a tool to visually research data assets.
There’s a ton of good information in this just-released State of Marketing report from Salesforce. The headline from a CDP view is that high-performing marketers listed CDP as the second-most commonly used technology while CDP ranked fifth for moderate performers and sixth for underperformers. They survey doesn’t show how many actually have a CDP but 38% of the total and 48% of high performers said they plan to use it more next year.
Facebook isn’t just for consumer marketers: it’s the most widely used channel and most effective lead generator for B2B marketers, reports B2B agency Wpromote. Their survey, taken in February, found for the first time that more B2B digital marketers started the year intending to focus on brand awareness (31%) than quality leads (25%). Wpromote thinks the pandemic reinforces that priority but they also report that 49% of marketers now expect a budget cut, compared with just 13% in February.
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.