CDP

Last week, software company Salesforce acquired CDP and personalisation engine vendor Evergage. Alone this deal may not be noteworthy. But coupled with market growth, multiple mergers and acquisitions and predicted vulnerability of personalisation investments—this latest move bears a closer look. What’s the common thread between these deals? What is implied

Salesforce has acquired Evergage, a customer data platform platform which provides real-time 1:1 personalisation, to accelerate the company’s efforts to offer enhanced personalisation solutions. Evergage earned numerous awards in 2019, most recently being named “CDP of the Year” and “Personalisation Tech Solution of the Year” in the inaugural Rele Awards.

Customer data platforms (CDP) are growing in popularity however, brands are still struggling to create a unified view of customers according to a Forrester study, commissioned by Oracle.  The report, Getting Customer Data Management Right found brands want to unify customer data but face several challenges in bringing different data

Customer data platforms have emerged rapidly over the last few years as the latest tool in the arsenal of contemporary marketers to help exploit company data. In simple terms, CDPs create a persistent, unified customer database that is accessible to other systems. In turn, that makes it easier to personalise

If you’ve been following the details of the California Consumer Privacy Act (CCPA), you probably know that the California State Legislature amended the definition of “personal data” to add the word “reasonably” in front of the word “capable” in the phrase “information that identifies, relates to, describes, [and] is capable

Oracle has launched new enhancements to its customer data platform and announced the first customers for CX Unity, which builds on the data and marketing products the company has built and acquired over the past eight years. Both Salesforce and Adobe have announced their own CDPs this year. According to

Salesforce has unveiled its new customer data platform (CDP) which will be available in beta later this year. The technology is billed as a mechanism that will allow marketers to finally achieve the single view of the customer. Sign up for Which-50’s Irregular Insights newsletter Gartner defines a CDP as

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The field of data management is rife with acronyms for solutions that can seem vague like Customer Data Platform (CDP), Data Management Platform (DMP) and, in our case, Master Data Management (MDM). This is not exactly what I imagined I would be obsessing about as a marketer at this point

Marketing segmentation, audience, targeting

Knowledge of the customer is a top priority for marketing organisations. Our recent survey data demonstrates that CMOs are continuing to invest in customer retention and growth, with spending on existing customers outpacing that of new customer acquisition. Customer analytics is a top priority for CMOs as they seek to