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Openprise Gives Marketers Easy Tool for Data Management

By David Raab

November 11, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the “pure” CDP function of building the customer database. Since then, some “pure” CDPs have emerged, notably among vendors with roots in Web page tag management –Tealium, Signal, and Ensighten (which just raised $53 million). Other data collection specialists include Segment.com, Aginity, Umbel, Lytics, NGData, and Woopra, although some of these do supplement database building with predictive model scores, segmentation, and/or event-based triggers.

Openprise falls roughly into this second category. It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing. But it can also apply segment tags and send out alerts when specified conditions are met. What it doesn’t do is maintain a permanent customer database accessible to other systems for campaigns and execution. This means Openprise doesn’t meet [...]

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