What’s The Perfect Definition Of A CDP? Or Should It Matter?

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?

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

Amperity and Quaero CDPs Partner with third party data Providers

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 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

CDP important for Customer Journey Management, Says Pointillist

Customer Journey Analytics vendor Pointillist have released this report based on a survey of over 1000 professionals. There’s some good data and analysis (report is free but you’ll need to fill up a signup form). There’s a full section on importance of having a centralized source of cross-channel (customer) data. Pointillist doesn’t use the term … Read more CDP important for Customer Journey Management, Says Pointillist

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