Interpublic Group (IPG) also has a new ID resolution product: Real ID in the Cloud, which leverages IPG-owned Acxiom technology and enables marketers to enhance their first-party data without letting personal identifiers outside of the company’s control. The trick, as you probably guessed, is to create a unique ID for each person and match on that instead.
Amazon Web Services (AWS) has added LiveRamp as a partner for the Entity Resolution service it launched in July. The integration will allow AWS clients to connect their customer data with LiveRamp’s RampID, which in turn will enable expanded reach into different advertising audiences. Earlier this month, LiveRamp announced clean room activation and enhanced identity resolution across all major cloud platforms.
Needless to say (but, I’d say it anyway since they pay me by the word), identity resolution is a critical component of customer data quality. This Experian study finds that better customer experience is the most commonly cited benefit of improved data (42%). Intriguingly, more companies say they invested in business user data skills (40%) than data professionals (37%) or data governance (35%). It’s a bit concerning that while 83% have invested in data quality in the past two years, fewer than half say the investment has resulted in positive... Read More >
Retail and hospitality customer engagement platform Givex has added the ability to create comprehensive customer profiles that include interaction data from other systems. The new product, GivexEngageAI, also develops customer segments, executes marketing campaigns, and recommends next best actions. The company refers to it as a CDP and it does appear to tick all of our boxes.