CDP Institute

Shoppable content is a big trend right now. NBCUniversal is adding its bit with NBCUniversal Checkout. It will let consumers make a purchase by scanning a code on the TV screen or Web page, which will take them to an online shopping cart.

If you want a broader view of where TV ads are headed, this study from Viant shows that linear (traditional) TV is losing ground but new options including programmatic linear TV and connected (Internet-delivered) TV are growing. They see household-level TV targeting as the way of the future.

Sales and marketing results improved at 94% of companies that increased their data quality investment and fell at 74% of those that didn’t, according to this Dun & Bradstreet study. Quality had its greatest impact on basics including sales prospecting and closing, insights, and campaign execution, and the least on advanced goals including personalization, online/offline alignment, and Account Based Marketing. Bear that in mind when you’re justifying your next quality investment.

Adoption of advanced technologies always lags behind the hype. Internet of Things and Augmented Reality are two well-worn examples. Boston Consulting Group and PTC found deployment has been concentrated in heavy industry, technology, engineering, and aerospace: that is, businesses involving equipment maintenance and manufacturing. So don’t be surprised that marketing use is lagging.

Digital transformation occupies a meta-hype class of its own. Marketers will be pleased that this Mindtree study found Digital Officers are most successful at improving digital experience. They’ll be less happy to learn that the vast majority of CDOs come from IT (69%), while just 8% come from marketing or sales.

Raise your hand if you’ve started to eat chocolate chips straight from the bag. I thought so. Here’s the CDP newsletter equivalent of comfort food: a study from ecommerce platform Kibo finds that personalization works just great and more works even better. “Retailers with a marketing-led cross channel personalization strategy are most likely to earn ROI of 400% or more.” Yum.

Ad management platform TapClicks has purchased paid search analytics vendor AdStage. The deal is TapClicks’ fourth acquisition in the past year, part of a strategy to become a unified marketing platform. Whatever that is.

Meanwhile, customer/employee/B2B experience platform Medallia just made their seventh purchase in the past months, scooping up speech-to-text platform Voci Technologies. Price was $59 million.

We have a rare bundle of CDP news for you today, Dear Reader. Let’s start with Arm Treasure Data, which just announced early access to a new customer journey orchestration module, 20 new data connectors, and improvements in privacy compliance, platform administration, and user identity federation.

CDP Tealium is also upgrading its connectors. They have added a no-code interface that lets non-technical users set up integrations to the AudienceStream CDP and EventStream API Hub. Citizen integrators of the world unite!

Finally, CDP Audiens announced an $8 million strategic investment from South Korea’s NHN Corp. In addition to cash, Audiens will gain access to data from NHN’s game, payment, IT and advertising businesses.

Marketing analytics vendor Adverity just announced a $30 million Series C, bringing their total funding to $50 million. Adverity ingests data from 400+ sources, visualizes the results, and offers AI-based insights. Its about campaign-level measurement than individual customers, so not a CDP.