CDP Institute

Google Cloud Analytics Hub is adding access to Neustar consumer data and identity resolution services. Analytics Hub is a managed service that runs on Google’s BigQuery cloud database. It overlaps with CDPs by helping companies to manage and share customer data in privacy-safe ways. Neustar also announced a separate partnership to integrate its analytics tools with consumer data from Catalina.

Information Resources, Inc. (better known as IRI) and NPD Group (which just goes by initials) have announced a merger agreement.  Both firms provide data and services related to retail sales and consumer behaviors to retailers, manufacturers, and media companies.

Shopify and Amazon merchants have a new option in the marketplaces for those platforms: the VIEWN “no-code” CDP.  VIEWN offers segmentation and campaigns in addition to data unification.  There’s a definite small-business flavor here, complete with 14-day free trial and a starting price of $89 per month for 5,000 customers.

Digital experience vendor Sitecore has fully integrated its Web content management capabilities with four 2021 acquisitions  including the Boxever CDP, Four51 ecommerce system, Moosend email server, and Reflektion site search engine. In addition to data unification, Boxever provided Sitecore with testing, real-time personalization, and connectors to email systems including Salesforce Marketing Cloud, Responsys, and Klayvio.

Namogoo describes its latest release as the “first-ever” “Customer Journey Operating System”. That’s a tough claim to judge, but we do know the system automatically collects public data about site visitors, adds the company’s own data, and uses the result to analyze customer journeys and find opportunities for intent-driven promotions. I won’t make fun of Namogoo’s name, since two readers politely informed me today that what I called the “obscure” word “Gupshup” is understood to mean “chit-chat” by over a half-billion speakers of Hindi and Urdu.

Digital engagement programs earn high rewards, even though companies overestimate the quality of their personalization, according to this data-rich Twilio Segment report.  Revenue increased an average of 70% among firms that invested in digital customer engagement in the past two years.  But while 27% of companies believe they deliver excellent personalized experiences, only 7% of consumers agree.  Also, companies underestimate consumers’ interest in privacy and transparency.  Lots more here.

Salesforce has announced a bundle of CDP enhancements, including abilities to capture and react to near-real-time events, to retain data from anonymous profiles when customers identify themselves, and to use AI-based fuzzy matching for identity resolution.   They’ve also renamed several products, including their Salesforce CDP (now “Customer Data Platform”) and Datorama (now simply “Intelligence”).  They announced a lot of non-CDP news but who reads that?