Customer Data Platform (CDP), as a marketing technology marketplace is seeing a lot of traction. And hype. CDP marketplace is very rapidly evolving and there are numerous CDP vendors. These include large enterprise software vendors such as IBM and Microsoft as well as several, niche CDP vendors such as ActionIQ, Tealium, Amperity and several others. Analysts, vendors … Read more What’s The Perfect Definition Of A CDP? Or Should It Matter?
Web Content Management (WCM or sometimes just CMS) space has been evolving. There are new content management as well as content delivery requirements to cater to the requirements of a more Omnichannel world. Different vendors are addressing this need differently, depending on how they themselves have evolved. I often see an interesting argument playing out. Traditional … Read more CMS Choices: Traditional WCM + APIs Vs Headless CMS + Apps
Personalization is a key tool in Marketer’s toolkit, and therefore Personalization Engines are now key components of any MarTech Stack. To be honest, personalization isn’t new. But with evolving usage of Machine Learning (ML) techniques, there’s a renewed interest in implementing Personalization. Rules-based Personalization is giving way to Machine Learning-based techniques to personalise. Rules-based Personalization … Read more Approaches for Implementing Personalization
When you build your MarTech stack, you will almost always need to integrate multiple products. Even if you buy a so-called suite or cloud, remember most of them really consist of multiple products (many of which come via acquisitions). Plus you will also need to integrate with other external applications. For example, a Customer Data … Read more 20 Points to Consider While Evaluating Integration Capabilities of Your CDP and MarTech Vendors
Cloud communications platform vendor Twilio is set to acquire Customer Data Platform (CDP) vendor Segment in an all-stock deal for $3.2 billion. But you knew that already, since the news was all over the place. They have listed three rationales: Provides a single view of a customer across channels for more effective engagement Forms foundational … Read more Cloud communications platform Twilio to Buy Customer Data Platform Vendor Segment
SAP has announced it will acquire Customer Engagement Provider Emarsys. Recall that SAP announced their SaaS-based “Customer Data Cloud” (CDC) in 2019. The focus of that release was really on profile management (via their acquisition of Gigya) and associated aspects such as identity and consent management. Emarsys, on the other hand, has some strong personalization … Read more SAP To Acquire Engagement Provider Emarsys
Customer Data Platforms (CDPs) mainly work on first party data. Recall that first party data is data of your customers collected directly by you. Your customers’ transaction data or their data in your CRM are examples of first party data. For a more complete profile, you often enrich this first party data with 2nd and … Read more Amperity and Quaero CDPs Partner with third party data Providers
CDP vendor BlueConic have announced new orchestration capabilities. They call it Customer Lifecycle Orchestration. As shown in the screenshot, a lifecycle consists of many stages in a customer journey. You define these stages and then for each stage, you define a custom interaction. You also define the criteria that trigger these interactions. Pic: Lifecycles in … Read more CDP BlueConic Announces Orchestration Capabilities