Three Customer Data Platform vendors were ranked in the Deloitte’s 2018 Technology Fast 500, which reports growth from 2014 to 2017: Segment (number 125, 912% growth); Tealium (number 293 with 279% growth, and Reltio (number 294 with 278% growth). Only Tealium repeated from the previous year, which also included Datorama and Signal.
It’s shaping up as a slow news week, Dear Reader. I’ll do my best. Let’s start with news that sales enablement platform InsideSales has launched “AI-driven email prospecting”. Two features seem to make it special: ability to track multi-recipient opens, forwards, clicks, and attachment downloads and ability to embed videos, product demonstrations, and attachments. It’s not entirely clear how AI plays into this but I guess it’s neat anyway.
Today’s marketers have more data available than ever but struggle to pull it together in a usable format. Customer Data Platform (CDP) technology offers the promise to solve this problem by offering easy-to-deploy systems resulting in data unification and sharing. But marketers, technologists and executives rightly wonder: can CDP really deliver on this promise?
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.