Approaches for Implementing Personalization

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

20 Points to Consider While Evaluating Integration Capabilities of Your CDP and MarTech Vendors

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 Twilio to Buy Customer Data Platform Vendor Segment

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 To Acquire Engagement Provider Emarsys

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

CDP BlueConic Announces Orchestration Capabilities

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

MarTech Standards – Customer Data Platform Specification

(Cover image is a diagram in the Oasis spec.) Thanks to Venky on LinkedIn, I came across this CDP specification on OASIS (Customer Data Platform Version 1.0 Committee Specification 01). The Technical Committee is chaired by Serge Huber of Jahia and Thomas Lund Sigdestad of Enonic.  This CDP specification illustrates Consent Management, Privacy Management, Personalization, Newsletters and … Read more MarTech Standards – Customer Data Platform Specification

How Do CDP Vendors Support Loyalty Programs

Should capabilities for loyalty management reside natively in your CDP or run outside of it? This is an important consideration if you are evaluating CDP platforms and have requirements to support loyalty/rewards programs. I write on RSG blog how CDP platforms support capabilities that are required to build loyalty program. https://lnkd.in/fsTc24m

CDP Vendor BlueVenn Announces Email Marketing

CDP vendor BlueVenn announced new email marketing capabilities as part of the platform. Many other CDP vendors already provide built-in email marketing, and several integrate with external email marketing platforms. Advantages of a built-in email marketing platform There are several advantages of a built-in email marketing platform. These include: less integration hassles one less vendor … Read more CDP Vendor BlueVenn Announces Email Marketing

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