Dentsu Aegis Network has purchased loyalty and promotion agency HelloWorld, which combines proprietary technology with strategy and execution services. HelloWorld will become part of Dentsu's Merkle subsidiary. Imagine a two by two matrix of marketing companies that offer technology, agency services, neither or both. Traditional agencies offer only services; traditional martech companies offer only technology. Firms like Merkle and HelloWorld do both. It’s not clear who does neither – perhaps consultants and newsletter writers.
Customer Data Platforms are mostly technology providers, although they offer just enough services to set up their systems and keep them running. Stardog is pure technology: it gives IT experts a “knowledge graph” to connect disparate information sources. Firms like Stardog matter to marketers because they reduce costs for CDP vendors or others who adopt their technology. Stardog just added $3 million to its Series A financing, raising the total to $9 million.
For a broader view of new data technologies, here’s a “big data” survey from Syncsort. It’s always sobering to be reminded that IT professionals care more about business productivity and cost reductions than marketing or customer experience. For example: “data blending”, which is what CDPs do, ranked sixth on their list of data lake use cases. That’s why marketers buy CDPs for themselves.
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