Februry 22, 2017

Assembling Data Without CDPs (Not That You'd Want To)

Reminder: Please take our survey on customer data management!  Click here.

 

MuleSoft Files for Initial Public Offering

MuleSoft

Data exchange platform MuleSoft filed last Friday for a $100 million Initial Public Offering. Mulesoft provides a type of integration by shuttling data between appilcation systems.  This makes it somewhat competitive with Customer Data Platforms, although it doesn’t create a persistent database or unified customer view. As it happens, CRM vendor Pegasystems announced a MuleSoft integration the day before the IPO announcement. This will make it easier for Pega to access external data.

Read More

Hootsuite Acquires LiftMetrix for Social Marketing Analytics

Hootsuite

In more current news, social media management vendor Hootsuite today announced acquisition of social media measurement vendor LiftMetrix. The synergy is fairly obvious. LiftMetrix connects paid, owned, and earned social campaigns to conversions, leads, and sales, allowing Return on Investment analysis. It also auto-tags content, tracks brand mentions, benchmarks against competitors, recommends campaign improvements, and stores data for external analysis.

Read More

Denodo and Semarchy Partner to Enrich Master Data Without Storing It

Semarchy

Semarchy does master data management, meaning it unifies and standardizes all kinds of data, including customer identities. It makes a point of giving control to business users instead of IT departments, which is another big CDP selling point. But, unlike a CDP, Semarchy doesn’t store detailed data such as transaction histories.  Here's where Denodo comes in: Denodo is a data virtualization system, meaning it lets applications access data where it resides, which is usually the operational system that created it.. Virtual access can be useful for CDPs, but copying data into a central system is best for key functions including data cleansing, identity resolution, trend analysis, and real-time access. Semarchy and Denodo just announced a strategic partnership to collaborate in marketing their products. Such partnerships don't usually amount to much because the sales forces have their own priorities and rarely understand the partner products.  But this still means that buying CDPs just got even more confusing.

Read More

Save

Save

Save

Save

Share: https://www.cdpinstitute.org/newsletter/Blog125/02-22-17-Assembling-Data-Without-CDPs-Not-That-You-d-Want-To

The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.

Signup

Join Now

© 2018 CDP Institute. Privacy Policy | Terms of Use