CDP Institute

Integrate is also looking at marketing events, but with an eye to the future. Their survey found that nearly 60% of respondents won’t attend in-person event unless safety precautions are in place 29% will wait until there’s a vaccine. Still, most folks remain optimistic: 80% expect there will be at least some in-person events in 2021, including hybrid events that mix in-person and virtual experiences.

Ecommerce messaging vendor Wunderkind (formerly BounceX) has purchased SmarterHQ, which assembles customer data and runs personalized marketing campaigns. SmarterHQ describes itself as “built on a sophisticated CDP infrastructure” but doesn’t easily share its profiles like a true CDP. Even so, the deal another example of delivery-oriented vendor acquiring a company that provides CDP-type capabilities.

Klaviyo also pulls together customer data from all sources and uses the result for insights and personalized communications. The describe themselves as a “customer data and marketing platform”, which seems to include being a CDP. They’ve just raised a $200 million Series C, bringing total funding to $358.5 million.

Reltio is yet another company straddling the border of CDP-land. Their roots are in master data management (MDM) but their “connected data platform” can handle transaction and interaction data as well as the identifiers at the core of traditional MDM. They’ve just offered a six-month free subscription and $100,000 in services to qualified prospects who are interested in switching from an on-premises MDM tool to Reltio’s SaaS system.

Data aggregator and CDP vendor Zeotap has added $18.5 million to its Series C funding, bringing the Series C to $60.5 million and total funding to $81 million. Zeotap is among the many vendors offering a universal identifier to help replace third-party cookies.

Did someone mention replacing third-party cookies? Advertiser Perceptions found that companies are most likely to look for identity solutions based on first -party data (65%), compared with second-party data (51%) and third-party data (31%). A touchingly optimistic 58% expected that the industry would work together to create a universal identifier to replace third-party cookies.