Privately-held analytics software giant SAS, which also has a substantial marketing software business including a CDP, has announced it is getting itself ready to go public by 2024. We’ll see if it really happens: plenty of companies would like to buy them, although not all could afford a price likely to be over $20 billion.
Some CDP vendors build their own identify management systems and some let clients choose for themselves. Treasure Data, which falls into the latter group, has just integrated Neustar’s Unified Identity solution for data hygiene, identity resolution, enrichment and audience segmentation. They already have similar arrangements with Acxiom, Allant and Tapad.
Customer experience vendor Qualtrics, whose core business is gathering and reacting to customer and employee feedback, has agreed to buy conversation analytics vendor Clarabridge in a stock transaction worth $1.125 billion. The fit is obvious. The deal comes just days after Qualtrics bought experience orchestration and CDP vendor Usermind.
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.