CDP Institute

Ascent360, a CDP vendor specializing in retail and recreational clients, announced a $1.9 million seed funding round to support further growth of its business. The company was founded in 2014 and currently has more than 65 clients, mostly small to mid-size businesses.

AppsFlyer captures mobile app events and uses them for attribution and marketing analytics. That’s even more interesting than it sounds because what the company really does it integrate with 2,000 partners including marketing automation, analytics, and retargeting firms as well as media companies. So it’s at integration hub though not a true CDP. The company is growing crazy fast – as in, from 40 to 240 people in the past two years – and just raised a $56 million Series C, bringing total funding to $84.

Is something missing in your life?

Paris-based Eulerian Technologies has raised $5.3 million to accelerate its growth. Eulerian assembles unified customer profiles from on- and off-line sources; provides Web analytics, attribution, and segmentation; and connects with more than 250 partners for analytics, personalization, and execution. In other words, it’s a CDP. The company was founded in 2002 and now has 50 employees at offices in France, Canada, and Spain. It serves more than 130 clients in 35 countries.

Accelerize has upgraded the tracking, attribution, optimization and performance of its CAKE system for advertising analytics. CAKE gathers ad placement and performance data, including capturing and distributing leads. It uses individual-level information for attribution and performance measurement but doesn’t build a database of identified customers. So, not a CDP.

Logtrust bills itself as “the Real-time Big Data-in-Motion as-a-Service firm for Fast Data, Big Data analytics” which won’t win any awards for elegance but does get the point across, I suppose. That point being, it ingests streams of data in real time and allows analysis including visualization, prebuilt queries and event detection. This can obviously be helpful for marketers, although the system isn’t specifically designed to unify customer data from multiple sources. So also not a CDP. The company just raised $11 million.

Clutch builds an integrated customer database and uses it for customer analytics and personalized marketing. It just bought Persio, a specialist in mobile marketing messages. Price wasn’t announced. Clutch does predictive modeling but doesn’t mention machine learning or artificial intelligence. These days, that’s noteworthy.

FollowAnalytics is another mobile marketing specialist. It just announced a new Mobile Campaign Optimization Suite that uses automated multi-variate testing to match the right content to each customer segment. It also uses artificial intelligence to predict outcomes and automatically assign the best content to segments before testing. As one does.

Just how widespread is this artificial intelligence thing?

Business data compiler Dun & Bradstreet announced purchase of Avention, which distributes B2B company and contact data through lists, triggers, and integration with CRM and marketing automation systems.

Open source data platform vendor Hortonworks and identity data expert Neustar are cooperating to develop identity management services for Internet of Things devices. Goals are to provide better security and simpler management by registering and authenticating devices. IoT security is already a huge issue and will get bigger quickly.  It’s a great extension for Neustar, which was recently purchased by private equity investors.

Velocidi gathers marketing spend and performance data and makes it available to brands and agencies for analysis. It’s building a unified database and can append demographic, competitive, and brand data and even consumer comments. But it’s not tracking behavior of individual consumers. The company just raised $12 million in Series A financing.