July 6, 2017

15% of B2B Firms Have Customer Data Platform

MarTech Advisor: 15% of B2B Firms Have Customer Data Platform

MarTech Advisor

A shared customer database – that is, a Customer Data Platform – is in place at 15% of B2B firms that responded to a recent survey by MarTech Advisor. Almost twice as many (28%) had multiple disconnected systems, 25% had a single system that does almost everything, and 20% connected multiple systems to a major marketing or sales platform.  Another 9% used a shared decision engine to coordinate messages delivered through multiple channels.   Given those numbers, it's no surprise that disjointed systems ranked as the biggest problem with current stacks.  Most of the survey had to do with marketing operations, which is also an interesting topic.

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Syncsort Purchased by Centerbridge Partners from Clearlake

Syncsort

Private investment firm Centerbridge Partners has purchased enterprise data management vendor Syncsort, which itself purchased data quality and identity management vendor Trillium in late 2016.  The $1.26 billion transaction also includes disaster recovery expert Vision Solutions, which will be merged into Syncsort.  Both firms had been owned by the Clearlake investment group.  This continues the pattern of private investors buying and consolidating martech-related firms.  Maybe this is the way the boom ends.

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IQLECT Offers Predictive Data Analytics for Free or Slightly More

PR Newswire

Freemium software has traditionally been used to promote simple products with mass appeal.  Real-time predictive analytics doesn’t fit that model.  But cloud based analytics platform IQLECT is giving it a try anyway.  It ingests data streams in real time, provides predictive insights, and distributes the results through alerts and API integrations.  There’s even an app store for things like click stream analysis and log monitoring.  The freemium version tops out at 100,000 events and 100 megabytes of data per day, but $39 per month gets you ten times those levels and $279 per month gets you ten times that.  Interesting.

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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.

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