There are two classic CDP use cases: updating retargeting lists based on subsequent behavior and showing a complete profile to call center agents. So it’s worth noting that call center vendor Sharpen Technologies has added an option to ingest, combine, and present data from all sources. Regardless of whether it qualifies as a true CDP, it shows operational vendors trying to solve a problem that CDP addresses.
CDP Amperity has purchased Custora, a retail predictive analytics and campaign management system. Custora also assembles customer profiles so it might have qualified as a CDP by itself. It’s a rare acquisition by a CDP vendor and extends Amperity’s scope into “campaign CDP” territory.
We also have a LinkedIn report that digital marketers do a poor job of measuring return on marketing investments. The main criticism is that marketers report short term metrics without waiting for long term results. They offer no particular solution beyond educating everyone to be patient.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.