More on Classifying CDP Systems
Having a hard time telling apart Amperity, TouchCR, and dozens of other CDP vendors? So is everyone else. The CDP Institute is working on it – here’s the latest step in our project to make sense of it all.
Having a hard time telling apart Amperity, TouchCR, and dozens of other CDP vendors? So is everyone else. The CDP Institute is working on it – here’s the latest step in our project to make sense of it all.
Today’s lesson: Personalization is cool but omni-channel personalization is even cooler. Exhibit A is Iterable, which has expanded the reach of its “growth marketing platform” with connectors for direct mail, web push, rich content mobile push and Facebook and Instagram Custom Audiences. Iterable’s core functionality is to send segments and personalized messages to external systems for delivery. It works with any type of data but doesn’t manage a unified database on its own.
Can ad exchange bids provide a useful source of location data? A study from Placed, which captures location data from apps, found that only about 1% of ad exchange bid requests provide out-of-home locations accurate enough to measure in-store traffic. It’s self-serving but nevertheless worth reading for an excellent explanation of the data quality issues.
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.