Salesforce to Acquire Tableau

Salesforce announced it will acquire Tableau for $15.7B, its most expensive acquisition yet. Earlier, Google acquired Looker. For Digital Marketing Technology, especially for those use cases that require a unified customer profile across channels, Analytics plays a very important part. I think of these as three important pillars for these use cases: Customer Data Platforms … Read moreSalesforce to Acquire Tableau

SAP Announces CDP

SAP made some announcements related to customer experience (CX) at its annual conference in Florida. Like all its mega-vendor competitors, SAP says it will strengthen its CX Suite. Interestingly, this includes plans for rolling out a customer data platform (CDP). Everyone wants a piece of the pie I’m actually surprised… This post first appeared on … Read moreSAP Announces CDP

Myth: IT Not Required for Marketing Platforms

One major selling point of newer, cloud-based marketing tools such as Customer Data Platforms (CDPs) and Journey Orchestration Engines (JOEs) is that you can quickly get started without involving IT, and that your marketers and other customer experience specialists can do everything on their own. Myth or Reality? It is… #EntArch #martech This post first … Read moreMyth: IT Not Required for Marketing Platforms

What’s New in Adobe’s Data Management Offerings?

Last week, Adobe made a few announcements related to Data Management and adjacent technologies and marketplaces. Coming amid the vendor’s annual summit featuring the usual spate of sports-and-entertainment dignitaries, it’s always a challenge to figure out what’s substance from what’s splash, but I’ll try. The two key announcements were related… #cx #customerdata #digitalmarketing This post … Read moreWhat’s New in Adobe’s Data Management Offerings?

What to Make of the Open Data Initiative from Adobe, Microsoft, and SAP

This post first appeared on the RSG Blog. Enterprise software giants SAP, Adobe, and Microsoft jointly announced an “Open Data Initiative” at Microsoft’s Ignite conference in September. To quote from the press release, ….the Open Data Initiative, which is a common approach and set of resources for customers based on three guiding principles: Every organization owns … Read moreWhat to Make of the Open Data Initiative from Adobe, Microsoft, and SAP

EAI for Marketers – Customer Data Platforms

Cross-posted from LinkedIn Customer Data Platform (CDP) technology is an emerging category in the MarTech stack. David Raab coined the term and defines it as: “A marketer-managed system that creates a persistent, unified customer database accessible to other systems.” The rationale seems almost self evident. A typical enterprise interacts with its customers across multiple channels: one or more … Read moreEAI for Marketers – Customer Data Platforms