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?
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 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
(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
Marketing Technology, or MarTech, is exploding as a technology category. While several constituents of MarTech, e.g., Web Content Management (WCM or CMS), Digital Asset Management (DAM) and CRM have been there for long time, several new technologies like Customer Data Platforms (CDPs) and Journey Orchestration Engines (JOEs) are emerging. In fact, there are thousands of … Read more Framework for Analysing Success of MarTech Initiatives Part 1 – Setting Up The Context