CDP Institute

We have no actual news today, Dear Reader, so let’s look at some surveys about analytics. We’ll start with this SAS report that finds more “analytically mature” organizations show stronger customer engagement and use more data sources to do it. I’d offer specific statistics but the charts are exceptionally hard to interpret.

Next, this report from database company Exasol finds that companies make decisions faster when more people are involved in decision-making. Counter-intuitive but I think they’re talking about letting more people make decisions, not involving more people in each decision. Data silos and lack of single customer view are low-ranked obstacles but remember the answers came from a broad spectrum of decision-makers, not just marketers.

ThoughtSpot took a survey of data analysts, who rather glumly reported they spend too much time creating low-value reports and not enough on strategic business initiatives. They’d love to see more data-literate, AI-assisted business users who could answer their own damn questions.

Here’s a spoonful of CDP news to start your week: Lytics has added Predictive Audiences, a self-service interface to its existing tool for building lookalike models. Users just pick a target audience and the system builds a formula to find similar people.

Paris-based Sendinblue, an all-in-one digital marketing platform for small business, has closed a $160 million Series B, bringing its total funding to $198 million. The company claims $50 million revenue, 400 employees, and 180,000 users across 160 countries.

Martech financing in general has picked up since the first half of the year, according to LUMA Partner’s third quarter report. Deals are still lower than year except in the red-hot Direct-to-Consumer sector. Their recap of martech acquisitions includes the $35 million purchase of self-proclaimed CDP Retention Science by Web hosting company Endurance International group in July, which had slipped under our radar.

The news gods are in a generous mood today, Dear Reader. First we have SAP purchasing multi-channel customer interaction platform (and CDP) Emarsys. The main goal seems to be better B2C personalization, but SAP has been nosing around the CDP market for some time, so this could help in that area too.

Meanwhile, TransUnion announced a deal to buy Tru Optik, which helps advertisers address 80 million U.S. households on connected TVs and other devices. The deal extends TransUnion’s push into identity and audience products for marketers.

Sticking with connected TVs, Samsung has launched a self-service ad buying platform, Samsung DSP, to help sell ads on its TVs and mobile devices. Just a friendly reminder that even though paid good money for your device, Samsung is still helping itself to your data. Remember: while you’re watching them, they’re watching you back.