Optimizely Pulls Itself Together

We have lots to discuss today, Dear Reader.  First, digital experience platform Optimizely (bought last year by Episerver, which then took its name) has launched a new set of unified insights and data services to meld its collection of acquired products.  The data foundation is the Zaius CDP, which Optimizely bought this past March.

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Most Companies Lack Post-Cookie ID Management Plans: Acxiom Study

September 22, 2021

Next, a particularly interesting survey from Acxiom about identity solutions.  Just 19% of respondents said their companies have implemented a third-party cookie replacement plan and only 34% have a plan in place.  Even fewer have mature plans for master identities across martech and adtech.  First party data and CDPs are the most important components of their expected solutions.  Lots more here.

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Salesforce Offers Free Data Cloud to Sales and Service Cloud Customers

February 21, 2024

Salesforce is offering a free version of its CDP-esq Data Cloud to Sales and Service Cloud customers, with the apparent goal of increasing use of Marketing Cloud.  The Data Cloud offers Marketing Cloud users a unified view of data in Salesforce clouds and other systems via no-copy access to cloud databases and Mulesoft connectors.  The company also unveiled a small business edition of Marketing Cloud.

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