We’re all about integration today, Dear Reader. First: Merkle has integrated its Merkury identity resolution platform with Adobe Experience Platform, which includes Adobe’s Real Time CDP. Adobe clients will be able to connect more identifiers and enhance customer profiles with Merkle data.
Why settle for replacing third party data with second- or first-party data when you can take it all the way to zero, asked no one ever. But that hasn’t stopped Wyng from touting its zero-party data solutions, which get customers to intentionally share their data through quizzes, surveys, product finders, and such. The company has just added two new components: a portal to let customers directly update their information and a zero-party-data-based recommendation engine.
Next: Reltio, a cloud-based master data management system that we sometimes classify as a CDP, has made its multi-domain Enterprise 360 service available in Google Cloud Marketplace. The company plans to add its Identity 360 and Connected Customer 360 services to the marketplace “in coming months”. It keeps getting easier to find CDP building blocks on the cloud platforms.
Twilio has launched a real-time identity resolution solution, Segment Unify, that generates unified customer profiles within the Segment CDP and shares them with external systems via a Reverse ETL capability. Highlighting Reverse ETL features has become an increasingly popular tactic among CDP vendors who face aggressive competition from stand-alone Reverse ETL products.