Speaking of click-bait, Vivun promises to “transform B2B selling as we know it” but is then maddeningly vague on what it actually does. The answer seems to be sales performance reports and forecasts (Hero) and a collaboration hub (Eval). They just raised a $75 million Series C, so somebody is paying attention.
Maybe it’s just click-bait and maybe the authors are truly hostile, but this Forrester report for Zeta Global goes out of its way to make CDPs look bad. Most obviously, it headlines that ‘only 10% of CDP owners feel their CDP meets all needs’ although another 26% say it meets most needs, another 35% say it meets some needs, and only 45% actually say it failed to meet expectations. The underlying assumption is that CDPs should do everything from data collection through cross-channel campaign execution, although the survey doesn’t actually... Read More >
We have a full basket of retail news today, Dear Reader. First up is NielsenIQ, which just launched a solution to help retailers run their own media networks with tools to build targeted audiences, manage ads and offers, and measure results. The same tools would probably support retailers’ own promotions, but retail media networks are a much hotter topic right now.
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).