CDP Institute

You know who else isn’t a CDP? Sprinklr. They’ve added a “Social DMP” to the social advertising module of their social media management system. Their language is distinctly CDP-ish: “Quickly unify unstructured CRM lists, offline data, and streaming data across multiple databases and any social channel”. But look closer and you see they’re creating audience segments, not tracking individuals. That’s what distinguishes DMPs from CDPs. Kudos to Sprinklr for getting the name right.

Voice-based devices get plenty of attention but I still don’t think people recognize how entirely they will change the world in general (the walls will literally be listening) and marketing in particular (no more visual advertising). This report from Invoca covers some of the territory, finding that 20% of searches are already done by voice, 61% of people will listen to voice ads, and 73% of voice assistant owners have already bought something through it. Can you hear me now?

The Invoca study found that complicated voice interactions still require humans. Many artificial intelligence vendors are working to change that. Here we have magia.ai, which just launched what it calls “the first truly autonomous-retail platform” to create “human-like selling interactions” by voice or text. The key is to understand free-form natural language and adjust system accordingly. They tested it on wine recommendations, which must have been fun. Maybe they’ve crossed the uncanny Napa valley.

Still not convinced all this matters? A study reported in this Marketing Land article found that Amazon Echo owners spend $400 more per year than run-of-the-mill Amazon Prime subscribers. (I couldn’t find the study itself.) And here’s a look from Wired at Amazon’s world domination lab, a.k.a. Alexa Voice Services. Get ready for voice-enabled lightbulbs.

It’s easy for marketers to see marketing as the center of everything. Today let’s look at some other perspectives. We’ll start with this survey of attendees at a recent TechEmergence conference on applied artificial intelligence. Most were business founders and technical employees. When asked about current and future use of AI, they ranked marketingbehind analytics, customer experience, and process automation. It did beat cybersecurity, human resources, finance, robotics, and vehicles.

Next up is a survey by Retail Info Systems of senior retail executives. Top strategy for customer engagement and loyalty was in-store personalization. Integrating online and offline capabilities ranked third and “holistic customer-centricity” was a lowly number eight. Similarly, customer segmentation and targeting was the most-cited challenge while omnichannel engagement ranked fourth and consolidating application and data silos was ninth. In other words: most retailers are still wrestling with basic marketing technology.

Finally, we have views on “big data” from senior data and analytics executives polled by NewVantage Partners. Their top objective for big data and AI investments was analytics – no surprise given the audience – although customer experience did rank second, ahead of lower costs, innovation, and speed to market. More important: by far the biggest challenges to being data-driven were people (49%) and process (32%). Just 19% cited technology. Most surveys give a similar answer but it’s still easy to forget.

The year is young, but I think there’s been a noticeable drop-off in news about artificial intelligence.

Will consumers exercise their rights under GDPR? One reason to doubt is they haven’t done much to protect themselves against more pressing threats such as cybersecurity. This study from security vendor McAfee found that 63% of consumers worry about identity theft if their home networks is breached but 41% don’t bother to change default passwords on new devices right away. In fact, 34% don’t limit access to their home network at all. Annoyingly, McAfee only released an infographic rather than the full research.

But businesses need to prepare for GDPR regardless of how consumers eventually react. This piece in DigiDay says Data Management Platforms in particular will need massive changes, ultimately shifting from anonymous third party data to identified first party data. That will land them squarely in Customer Data Platform territory, he noted with a smirk.

Customer Data Platform vendor BlueVenn has acquired LEAP media solutions, which builds marketing databases and runs marketing programs for U.S. media companies. LEAP has long used BlueVenn technology. It’s another example of CDP vendors adding more services.

The biggest trend we found in our just-released CDP Industry Update was CDPs that include analytics and customer engagement. Right on cue, Rubikloud Technologies has raised $37 million for a system that assembles retailers’ customer data and then applies machine learning to plan promotions and target customer messages. It also provides AI-based applications outside of marketing. We can’t call them a CDP since they don’t seem to open their data to other systems. But the Toronto-based firm is chasing the same puck.