CDP Institute

Self-updating CRM files and hands-free integration pipelines may seem magical, but the real miracle would be connecting marketing programs to business results. Mobivity is addressing that challenge with a new feature that assigns a unique, customer-specific ID to marketing promotions and then captures the ID when a promotional offer is redeemed. The offers can be delivered by Mobivity’s own text messages or receipt-printed promotions or shared through external channels.

Tealium is launching a private cloud offering. This will let companies use the Tealium platform while keeping their data isolated and making it easier to comply with local privacy regulations. Private clouds are especially popular in industries with highly sensitive data such as financial services and health care.

Also in the cloud: Adobe and Microsoft announced new integrations connecting Microsoft’s Dynamics CRM to Adobe’s Marketo and Campaign products and connecting Marketo to Microsoft’s LinkedIn data. Adobe Magento will soon be available on Microsoft’s Azure cloud platform, joining Adobe Experience Platform (CDP) and Experience Manager (CMS).

Moving on to less familiar names, packaged goods shopper targeting company Quotient has purchased Ubimo, which reports on consumer behavior by location. It’s yet another example of how important location data has become – and how many firms collect it.

Five CDP vendors made the ever-entertaining Deloitte Tech Fast 500 North America list, revealed last week: mParticle (1752% growth), Lytics (1565% growth), Segment (313% growth),Reltio (311% growth), Tealium (210% growth). Figures are self-reported three-year revenue growth rates.

As third party data becomes less available to advertisers, ad personalization vendor Jivox has launched a first-party data collection tool to help brands fill the gap. There’s no magic here: the solution can only collect data on visitors to a brand’s own site and relies on collecting consent or finding another legal basis to use it.

IntentData.io isn’t giving up on third party data quite yet. They’ve just announced a new intent data algorithm that combines custom category development with high-speed activation. No mention of privacy issues but you can bet they have an answer.

Hi folks, it’s Jamie, Senior Intern at the CDP Institute’s Department of the Obvious. I didn’t understand the boss’s message asking me to write today’s newsletter – something about a moose – but I’m always happy to help. Let’s start with a salute to my counterparts at Twilio, who found that 94% of consumers are sometimes annoyed by marketing communications. That’s world-class obviousness. There was less obvious stuff about preferred channels and such, but I ignored it.

Team Obvious at CallRail are no slackers, either. They share that 96% of marketers say attribution is important. They stumbled a bit with the non-obvious fact that just over half (51%) use four or more marketing platforms, but recovered by finding that reporting is more frustrating for marketers with more platforms.

Merkle starts with the gloriously obvious news that most marketers have budgets, tools, and organization to do personalization. But then they veer into the unexpected with news that location data is used more widely than customer profiles, and continue with even less obvious details about which data sources fuel personalization, which channels use which sources, and how usage varies by industry. But you can skip that stuff if you like.

It’s a mixed bag today, Dear Reader. Let’s start with Salesforce, which has launched a new Web content management system, straightforwardly named Salesforce CMS. Claims to fame include drag-and-drop content creation and ability to deliver the content to any vendor’s system via API calls. The cool kids call that “headless”.

Next we have news that programmatic ad platform Simpli.fi is adding more precise audience targeting to its localized ad campaigns. Users can define audiences using over 500 demographic variables on 126 million households and then target audience members when they appear near specified locations.