Today, CDP BlueConic announced it acquired Jebbit, a software company that helps build interactive experiences that marketers can use to capture a type of first-party data widely referred to as “zero-party data.” Zero-party data goes beyond basic identifiers like name and email to include personal information and especially preferences, from product-related preferences to messaging preferences.
“Together, [BlueConic and Jebbit are] combining our strengths to offer an unmatched range of capabilities that empower our customers to glean deeper insights, take decisive actions and accelerate growth,” said BlueConic CEO Cory Munchbach, in a release.
Dig deeper: The CDP market
Experience creator. With the acquisition, BlueConic’s customers will be able to use Jebbit’s creator interface, a suite of AI-driven interactive tools that builds custom quizzes, surveys and other experiences. These experiences are tailored to drive engagement with digital users and to drive them to share zero-party data that can be stored and accessed in BlueConic’s CDP.
“Every marketing strives to understand the multi-dimensional nature of their customers,” said Jebbit CEO and cofounder Tom Coburn, in a statement. “With the power of BlueConic and Jebbit, users will be able to lever diverse types of data and redefine the concept of a customer profile.”
Customer base. The combined BlueConic and Jebbit customer base included 500 organizations worldwide, including Heineken and Mattel.
Dig deeper: How to extract value from zero-party data
Why we care. CDPs remain a popular and evolving category. Organizations depend on the 360-degree view of customers they can access in near real time, but they are also looking for add-on capabilities and the better ways to activate this data. BlueConic’s acquisition of Jebbitt adds this new dimension by equipping marketers with tools to acquire more data and insights about customers by building interactive experiences. Zero-party data, as well as regular first-party data,is a precious resource in post-cookie times, so every tool helps.
About the author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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