CDP Simon Data has announced the launch of Goals-Based Marketing, initially featuring an AI-powered segmentation workflow. The ultimate goal of this approach is to create revenue-generating customer experiences at scale. The new offering is driven by three AI agentic teams (Strategy Agents, Data Execution Agents, and Revenue Impact Agents) and features Smart Fields and Smart Segments, aimed at uncovering customer behavior patterns.
Fifty-four percent of U.S. consumers don’t pay attention to brand if a product meets their needs according to a survey of some 2,000 U.S. consumers by SAP Emarsys. Indeed, 57% have switched to “own label” alternatives to brand and 55% find the quality comparable. Not surprising then that 88% of marketers say their engagement strategies need a rethink in 2025.
Meanwhile, Simon Property Group (no relation) is ingesting first-party data from its portfolio of some 200 shopping, dining, and entertainment mixed-use destinations into its media division. This will allow retailers to build target audiences based on Simon insights. The audiences can then be activated, either through the retailer’s own digital channels or through Simon’s nationwide in-mall retail media network.
With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).