January 10, 2019

Mapp Marketing Platform Calls Itself a CDP, Calls Marketers Sheep

Mapp Marketing Platform Calls Itself a CDP, Calls Marketers Sheep

PR Newswire

It’s another brutally slow news day, so I’m reduced to reporting that Mapp, the private equity-owned mashup of Blue Hornet email and several marketing products once owned by Teradata, has rebranded itself by calling marketers “sheep”. So clever. Mapp says it’s a “native CDP”, which seems to mean it has a unified customer database. It’s not clear that Mapp also meets the CDP requirement of easily sharing data with external products.

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Catalina Measures Ad Impact at the Item Level

PR Newswire

Slightly more substantial: shopper marketing firm Catalina has given the world yet another digital-to-retail attribution solution. Catalina’s special twist is measuring results down to the item level (you’ll recall they collect purchase data from loyalty programs). They connect purchases to media by having marketers apply tracking pixels to their ads, which Catalina links to 390 million devices and their owners.

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Alibaba Buys Big Data Firm Data Artisans for $103 Million

TechCrunch

Further afield: Chinese e-commerce giant Alibaba has spent $103 million to acquire Berlin-based open source data tech vendor Data Artisans. It’s interesting on several levels: Alibaba doing a deal in Europe; Alibaba competing with Amazon in cloud services; and another big deal for open source tech. Plenty for all you sheep to chew on.

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