We’re all about integration today, Dear Reader. B2B data company ZoomInfo has purchased data quality and orchestration company RingLead, which will let ZoomInfo create unified profiles that combine a company’s own data with ZoomInfo information. They’re not (yet) building the persistent database that marks a true CDP, but they are certainly providing tools to construct one.
If taking a cooking class from Microsoft sounds a little strange, try wrapping your head around getting restaurant reviews from JPMorgan Chase bank. The financial services giant just bought The Infatuation, a “restaurant discovery platform” whose properties include the once-popular Zagat guide. The intent is apparently to offer new benefits and experiences to credit card customers. Data gathering, ecommerce, and advertising revenue are probably on the menu as well.
Newly reborn Yahoo, which emerged Alien-like from the belly of Verizon, has announced new partnerships for its ConnectID cookieless identity solution. Additions include media measurement companies IRI and NCSolutions and CDP mParticle, which will push segments to the Yahoo DSP. Records will be matched against the ConnectID identity graph of 148 million logged-in users, 240 million unique profiles, and over 400 million unique devices.
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.