CDPs are an important foundational component of any MarTech stack. But the CDP marketplace is increasingly becoming crowded and therefore, vendors are now to differentiate their offerings. We have already seen vendors specializing based on data lifecycle (data management vs data activation), based on AI and ML capabilities and so forth. There are some who … Read more MarTech Trend: Emergence of Vertical-focused CDPs
Lately I’ve seen several examples of organizations working with multiple Customer Data Platforms (CDPs). Earlier this month I debriefed a video-on-demand (VOD) firm that had licensed a Customer Data Platform from Quaero. Then they also licensed Optimove’s CDP. Hey, wait: if a CDP is supposed to serve as a consolidated… This post first appeared on … Read more CDPs – Do You Need More Than One?
India’s ZEE5 partners with Israel-based Optimove to build a customer data platform (CDP). Optimove has some interesting machine-learning based predictive modelling as well as segmentation capabilities. So here’s hoping ZEE5 will improve its content recommendations. Lytics announces StartSmart StartSmart is an 8-week program to get Marketers to come upto speed with Lytics and get up … Read more AltView Newsletter: News about Optimove, Lytics and mParticle
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 more Salesforce to Acquire Tableau
This post first appeared on the RSG Blog. The Customer Data Platform (CDP) marketplace is rapidly evolving and we are continuously updating our evaluations to track updates to existing offerings as well as to add new vendors. RSG’s latest update has the following new vendors: ActionIQ: CDP focused on complex, enterprisewide data management use cases … Read more Updates to CDP Vendor Evaluations
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 more Myth: IT Not Required for Marketing Platforms