CDP Institute

You may have read some recent articles claiming that personalization is a failure that marketers will or should abandon. Unlikely. If the topic comes up at your company, feel free to cite actual data from Monetate, which found that personalized pages in the U.S. had 5.6 times higher conversion rates than non-personalized pages during the recent Black Friday to Cyber Monday period.

You may think of Sprinklr as a social listening platform, but they see themselves as “world’s first Unified Front Office for Modern Channels”. In practice, Sprinklr handles messaging and collects data from customer-facing systems like CRM and marketing automation without fully replacing them. Sprinklr just expanded a bit further by purchasing Nanigans’ social advertising business.

Kustomer also promises to unify data from all sources, although it clearly positions itself as a customer service solution that would replace a conventional CRM. They connect directly with many channel, ecommerce, and survey systems but also have an integration to read data from the Segment CDP. Kustomer just raised a $60 million Series E, bringing its total funding to $173.5 million.

Customer experience vendors highlight their data unification features because disjointed data is a major pain point for their buyers. This Forrester study commissioned by Deloitte Digital makes exactly that point, finding that companies have an average of 28 customer data sources and are struggling to bring them together. Leaders are significantly more likely than laggards to bring customer data management in-house.

Consent-based mobile ad network Ogury has raised $50 million, bringing its total to $92 million. Ogury asks directly for user consent to track online behaviors and uses the results to build profiles and serve highly targeted ads across more than 400 million mobile devices. Ogury has focused on consumer consent since 2014; ironically, GDPR and similar regulations may reduce its competitive edge as other firms to adopt similar approaches.

Sure enough, there’s plenty of other consent technology on offer. Exhibit A: identity data vendor LiveRamp is offering publishers and marketers a consent management platform called Privacy Manager. Exhibit B: Transfon, which offers a variety of products for digital publishers, ecommerce, and airlines, has added a CCPA module to its UniConsent privacy compliance solution.

Ah, but what about capturing consent from smart TV viewers, you may wonder.  Not to worry: privacy compliance vendor Sourcepoint has launched a solution that lets over-the-top (OTT) and connected TV (CTV) devices capture preferences and share them across platforms.

We have several bits of CDP product news today, Dear Reader. Let’s start with an announcement that Lytics is repackaging their product so buyers can purchase data unification alone or in combination with insight and messaging functions.

mParticle is also shining a spotlight on core CDP capabilities, by adding a new Profile API that makes it easier to access customer data assembled by the system. The new API makes customer profiles available anywhere clients can make an HTTPS request.

Amperity has added a sandbox feature that lets users replicate its data flows in a test environment. This makes it easier to build, test, deploy, and track changes outside of a client’s live systems.

Today’s news reminds us that technology is supposed to make things easier. We’ll start with acquisition of no-code experience builder SnapApp by personalized content delivery platform Uberflip. The result should make it eaiser to set up Uberflip experiences.

Amazon Web Services is making life easier with enhancements to its Redshift database, which many firms use to hold customer data. Changes will improve performance, simplify moving data from Redshift to the Amazon S3 data lake, and run federated queries to combine data in Redshift, S3, and other formats. The announcements were made at AWS’s re:Invent conference.