Customer experience platform Qualitrics is running its annual conference right now, which is the occasion of much merriment and many announcements. Two relevant to you, Dear Reader, are a new integration with Merkle’s Merkury identity resolution service and another to exchange data with Twilio Segment. So much fun!
ActionIQ has released a new Profile API that enables real-time access to external data, allowing the CDP to use data stored elsewhere without first importing it. This sort of hybrid approach – storing some data in the CDP and reading other data from external systems as needed – is still rare but we’re seeing more of it.
This State of Martech 2023 report from CleverTouch found that just under 60% of B2B and B2C companies have a CDP in place, as do 77% of B2B2C firms. U.S. firms rare twice as likely as European firms to consider themselves data-driven (54% vs 23%) and almost twice as likely to restrict martech system users to martech specialists (47% vs 28%). Cross-channel “hyper-personalization” has grown from 9% of respondents in 2022 to 26% in 2023.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.