One trend in the CDP market is for operational systems to incorporate CDP capabilities. Specialty retail tech vendor Retail Pro International has just announced something along those lines, in the form of a partnership with omnichannel marketing vendor OptCulture. Retail Pro makes several mentions of combining data from all sources, although they don’t call their system a CDP.
CDP vendor Lytics also has a survey for you today, Dear Reader. It explores the end of third-party cookies, which 47% of marketers say will have a “large” impact on marketing ROI. The most common response will be to spend more with walled garden vendors like Facebook and Amazon (62%), although 92% also say the changes make first-party data more valuable than ever. The biggest problems with first party data are creating a complete customer view (40%) and data access (36%), which Lytics modestly doesn’t mention are addressed by CDPs.
The disingenuous, and not uncommon, practice of making it easy to opt-in/tough to opt-out has drawn the ire of CNIL which just slapped Google and Facebook with a combined $226 million fine for making it difficult for users to decline cookies.
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.