More big tech news: Oracle has launched a B2C version of its Customer Data Management service, which was previously available for B2B organizations. Components include a customer data hub to maintain a master customer record, a.k.a. “golden record”, data quality services using AI and third party data sources, and global address verification.
How confused is everyone (except you, Dear Reader) about CDPs? This Forrester survey of marketing and sales leaders found that 89% of say they have a CDP but just 11% are actually creating a unified customer profile, which is the core CDP function. Better news: those 11% are 3.4x more likely to report double-digit revenue growth than everyone else. Lots of great info here.
Self-updating CRM files and hands-free integration pipelines may seem magical, but the real miracle would be connecting marketing programs to business results. Mobivity is addressing that challenge with a new feature that assigns a unique, customer-specific ID to marketing promotions and then captures the ID when a promotional offer is redeemed. The offers can be delivered by Mobivity’s own text messages or receipt-printed promotions or shared through external channels.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.