Team Obvious at CallRail are no slackers, either. They share that 96% of marketers say attribution is important. They stumbled a bit with the non-obvious fact that just over half (51%) use four or more marketing platforms, but recovered by finding that reporting is more frustrating for marketers with more platforms.
Five CDP vendors made the ever-entertaining Deloitte Tech Fast 500 North America list, revealed last week: mParticle (1752% growth), Lytics (1565% growth), Segment (313% growth),Reltio (311% growth), Tealium (210% growth). Figures are self-reported three-year revenue growth rates.
Targeting on demographics and location both raise privacy concerns, at least for some people. InfoSum has just launched a privacy-safe planning tool that lets marketers match their own data against media audiences without exposing personal identities. Everybody wins: marketers can find which audiences best fit their needs; publishers can sell more advertising; and consumers run less risk of having personal data exposed.
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.