January 27, 2017

Five Insights into The CDP Industry Via Omniata, Hull.io, and Fishbowl

Omniata Purchased by Game Maker Activision King

VentureBeat

We’re doing financial news about specialized CDPs today. It sure sounds boring but stick with me: there are interesting insights involved. We’ll start with a VentureBeat report that Omniata, a Customer Data Platform specializing in game analytics, has been purchased by Activision Blizzard’s King mobile game division. You may know King as producer of such cultural landmarks as Candy Crush Saga. Game and mobile analytics is a significant subsegment within the CDP market. It's also increasingly clear that analytics are as important as personalization as a use for CDP data. That’s two insights for starters.

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B2B-Oriented CDP Hull.io Raises $2.6MM

Hull.io

Hull.io, a CDP start-up based in Paris and Atlanta, has raised $2.6 million in seed funding. Unlike most CDPs, Hull sells largely to small firms and B2B companies and focuses on connecting with Software-as-a-Service systems. The company was founded in 2013 and has more than 1,000 clients. CDP for SMB and B2B? Two more insights.

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Fishbowl Customer Engagement Platform for Restaurants Acquired by Private Equity Firm

Fishbowl

Final stop is Fishbowl, a CDP for restaurants. It draws from reservations, online orders, point of sale, email, loyalty, online ordering, and other systems to give clients a unified database and tools to execute marketing campaigns. Buyer was Symphony Technology Group. Private equity companies have been the main purchasers of marketing technology ventures recently, in contrast to the recent past when small firms went public or were bought by larger vendors. Something to do with a glut of marketing technology products, I suspect. Insight number five.  My work here is done.

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