One of marketing’s grand new frontiers is taking advantage of the location data from Internet-connected devices. A study from Grand View Research finds that the total “location of things” market will grow from $5.6 billion in 2016 to $71.6 billion by 2025, a breakneck pace of 34% per year. Media and marketing are expected to account for about one-quarter of the market.
Amperity, which has been in not-very-quiet stealth mode for over a year, has formally unveiled its “intelligent customer data platform”. As you’d expect, it builds unified customer databases using machine learning and a large-scale distributed data architecture on Microsoft Azure. The big innovation appears to be probabilistic rating of the matches found by its identity resolution engine, so customers take use tighter or looser standards depending on how important it is in a particular situation to be certain that matches are correct. The company raised $9 million in February 2016.
This isn’t exactly news but it’s still interesting to learn that Amazon’s patent on “1-click” ordering expires today. Does it seem they’ve been doing that forever or that they started just yesterday? Bonus question: what will change now that everyone can offer 1-click shopping?
Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.