Marketing Evolution offers an advanced attribution methodology that uses individual-level data to recommend an optimal media mix. It’s complicated but worth exploring. They just raised $20.6 million, bring total investment to date to $24.6 million.
Assembling unified data for customer success management is a core use case for Customer Data Platforms. That’s why you should care that Bolstra has just raised $1.5 million for its B2B customer success platform. It’s the company’s second “seed” round, following a $1.5 million raise last February. Bolstra tracks customers through their lifecycles, recommends actions, and provides structured workflows for those actions. It builds a complete view of each customer but doesn’t share it as easily as a true CDP.
Analyzing data about customer location is quite different from publishing information about store locations. A study from Retail Systems Research finds untapped opportunity in customer location analytics, but also that retailers underestimate consumer privacy concerns. Lots of good insights.
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.