Swrve Exposes Customer Intent in Real Time

Swrve could also be called a mobile CDP, although they prefer “customer interaction platform”. They can now calculate and expose customer intent during real time interactions, making it easier for marketers consider intent when selecting customer messages. Maybe it’s not fair to call Swrve a mobile CDP: it can gather data from digital and offline channels, internal systems and third party sources, and it can push messages to streaming digital media, Web browsers, SMS, and email as well as mobile apps.

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Value of Personal Data Depends on Who You Ask: Trustwave Research

December 15, 2017

A happy reader of this newsletter told me recently that what he likes is knowing when nothing important has happened. Ouch! But fair enough, and today is one of those days. So let’s talk about a clever Trustwave study that calculated the different values placed on personal data by security professionals, insurers, regulators, and cyber criminals. Turns out, the market value of your data to criminals is insultingly low. No information on the values assigned by marketers or the consumers themselves.

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Arrivalist Connects Digital Ads with Real-World Store Visits

December 13, 2017

Location data from mobile devices may be the most important tool connector between digital and physical experiences. Arrivalist captures information from more than 120 million devices, including ads they’ve displayed and where they’ve physically been. It combines these to estimate the impact of advertising on store traffic. They just released a 3.0 version which includes cross-device tracking of individuals and multi-touch attribution.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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