Fifty seven percent of companies polled in this Merkle study are personalizing experiences in at least five channels and 59% have a consolidated customer profile. But consumers are not impressed: just 35% say that marketing and advertising meets their needs. Lots more here on CDP adoption, who’s in charge of CX, and obstacles to using data.
As adtech vendors scramble for cookie substitutes, it’s easy to confuse ID systems used for targeting and systems for attribution. The big difference is that targeting systems need to identify as many people as possible while attribution systems can use a sample. Nielsen’s ID resolution system, announced last November, is aimed squarely at attribution: it uses first party data such as email addresses and device IDs to build a comprehensive picture of behaviors for a limited set of people and then validates the results against Nielsen panel data. They just... Read More >
Investors are clearly impressed with Highspot. The sales enablement company just raised a $200 million Series E, doubling its previous total of $197 million and valuing the company at $2.3 billion. Highspot says that usage also doubled from 2019 to 2020.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.