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Informatica announced last week that has purchased AllSight , a Toronto-based Customer Data Platorm vendor. This is interesting on several levels: A CDP vendor is being bought by an established enterprise data management firm. MORE
As marketers finish their initial emergency adjustments to coronavirus lockdowns, they are starting to think about longer-term plans. While the shape of things to come is impossible to guess, reporting on industry changes has become a marketing trend of its own. Here are a dozen-plus studies I’ve seen in the past week, most of which are on-going. Retail Behavior Data Adobe this week launched their Digital Economy Index , a long-term project that gained unexpected immediate relevance. MORE
October 22 was a landmark day for the CDP industry. MORE
Customer success platform Gainsight recently released a Customer Data Platform module for its system. This followed Freshworks’ acquisition of Natero , another customer success platform that builds a unified customer database. Totango, another customer success platform, also positions itself as CDP. MORE
It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. But is it possible that predictive is already approaching commodity status? MORE
Adobe fully released its Real Time Customer Data Platform last November. Although they had briefed me on it before then, it was only this week that I finally caught up with them to discuss the final product. Since this is a topic of great interest – and confusion – it’s worth sharing what I learned. MORE
The CDP Institute published its semi-annual Industry Update report today, which you download here for free. Although every word and image in the report is a jewel, there’s no question that the main story in this edition is CDP industry consolidation. MORE
Jamie knew something was wrong when his alarm clock didn’t greet him by name. Weird, he thought. Things quickly got weirder. The water in the shower wasn’t set to the right temperature. The traffic report mentioned an accident nowhere near his route to work. MORE
I returned earlier this week from a sequence of workshops, speeches, and meetings in Europe, all focused on Customer Data Platforms. Here are some observations: - The European CDP market is indeed behind the U.S. MORE
My wanderings through the Customer Data Platform landscape have increasingly led towards the adjacent realm of Master Data Management (MDM). Many people are starting to ask whether they’re really the same thing or could at least be used for some of the same purposes. MORE
The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg. MORE
Let’s take a break from Customer Data Platforms to do some trend-spotting. I spy with my little eye…privacy systems! Specifically, there's a crop of systems that are privacy-safe alternatives to dominant social, search, email and other common consumer technologies. One well known example is DuckDuckGo , which positions itself as “a search engine that doesn’t track you”. But there are plenty of others. MORE
Is real-time processing a requirement for a Customer Data Platform? It’s a deceptively simple question that can’t be answered without resolving two additional questions: What do we mean by real-time processing? How do we decide what is and isn’t a requirement? MORE
One of the more jarring aspects in Adobe ’s briefing last week about its Marketo acquisition* were several statements that suggested Marketo and Adobe’s other products were going to access shared customer data. MORE
One of the unwritten laws of punditry is that one event is random, two events are interesting, and three events make a trend. MORE
I review a lot of surveys -- easily a dozen each week. Mostly they go into a big file which I mine occasionally for helpful factoids to spice up a paper or presentation. Sometimes I take a more thorough tour to look at some bigger issues. Today is one of those days. MORE
The CDP Institute just published a report on the CDP Industry in Europe (download here ). This was based primarily on the global Industry Update released last month. MORE
I spend much of my time these days trying to explain Customer Data Platforms to people who suspect a CDP could help them but lack clear understanding of exactly what a CDP can do. At the end of our encounter they’re often frustrated: a simple definition of CDP still eludes them. MORE
One piece of paper stands between me and ending the year with a clean desk: a list scribbled on hotel stationery that compares different customer data systems to different types of motor vehicles. Richard Scarry meets CDP Institute , you might say. MORE
“If you can fake sincerity, you’ve got it made” runs the old joke. MORE
Recent discussions with Customer Data Platform buyers and vendors have repeatedly circled around a small set of questions: what are the use cases for CDP? This really means, when should you use a CDP and when should you use something else?) what are the capabilities of a CDP? MORE
Adobe, Salesforce and Oracle all made announcements regarding Customer Data Platform products this week. None are world-changing: Salesforce described a planned extension of Customer 360 ; Abobe announced triggered journey campaigns that draw on its “real time CDP”, and Oracle described CDP services from systems integrators. But the fact that all three vendors are addressing the topic raises some interesting questions. Why does this matter to technology and marketing professionals? MORE
Naysayers doubted that the European Union’s General Data Protection Regulation (GDPR) and ePrivacy rules, California Consumer Privacy Act (CCPA) and related privacy regulations would have any real impact on the flow of consumer data. MORE
A few weeks ago, I critiqued several articles that attacked “myths” about Customer Data Platforms. But, on reflection, those authors had it right: it’s important to address misunderstandings that have grown as the category gains exposure. So here's my own list of CDP myths and realities. MORE
The CDP industry had a great 2018, growing by 60% and reaching $740 million revenue, according to the CDP Institute’s just-released Industry Update (click here to download ). The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017. MORE
I finally caught up with Oracle for a briefing on the CX Unity product they announced in October. Although it was clear at the time that CX Unity offered some version of unified customer data, it was hard to understand exactly what was being delivered. The picture is now much clearer. MORE
It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. MORE
Salesforce has sipped the Kool-Aid: it led off the Dreamforce conference today with news of Customer 360 , which aims to “help companies move beyond an app- or department-specific view of each customer by making it easier to create a single, holistic customer profile to inform every interaction”. MORE
Acquia , which is moving past its roots in Web content management to become a multi-channel “digital experience platform” (DXP), took a big step in that direction today with a deal to buy the AgilOne Customer Data Platform. MORE
Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data. MORE
Customer Experience Matrix
DECEMBER 30, 2019
One piece of paper stands between me and ending the year with a clean desk: a list scribbled on hotel stationery that compares different customer data systems to different types of motor vehicles. Richard Scarry meets CDP Institute , you might say.
Customer Experience Matrix
FEBRUARY 13, 2020
Adobe fully released its Real Time Customer Data Platform last November. Although they had briefed me on it before then, it was only this week that I finally caught up with them to discuss the final product. Since this is a topic of great interest – and confusion – it’s worth sharing what I learned.
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Customer Experience Matrix
APRIL 1, 2020
As marketers finish their initial emergency adjustments to coronavirus lockdowns, they are starting to think about longer-term plans. While the shape of things to come is impossible to guess, reporting on industry changes has become a marketing trend of its own. Here are a dozen-plus studies I’ve seen in the past week, most of which are on-going. Retail Behavior Data Adobe this week launched their Digital Economy Index , a long-term project that gained unexpected immediate relevance.
Customer Experience Matrix
MARCH 9, 2020
The CDP Institute just published a report on the CDP Industry in Europe (download here ). This was based primarily on the global Industry Update released last month.
Advertiser: ZoomInfo
64% of successful data-driven marketers say improving data quality is the most challenging obstacle to achieving success. Given data’s direct impact on marketing campaigns, reporting, and sales follow up, maintaining an accurate and consistent database is a top priority for B2B organizations. This latest eBook aims to help marketing leaders understand the impact of data management on their company’s ROI.
Customer Experience Matrix
NOVEMBER 3, 2018
I spend much of my time these days trying to explain Customer Data Platforms to people who suspect a CDP could help them but lack clear understanding of exactly what a CDP can do. At the end of our encounter they’re often frustrated: a simple definition of CDP still eludes them.
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Customer Experience Matrix
MAY 19, 2019
Is real-time processing a requirement for a Customer Data Platform? It’s a deceptively simple question that can’t be answered without resolving two additional questions: What do we mean by real-time processing? How do we decide what is and isn’t a requirement?
Customer Experience Matrix
FEBRUARY 3, 2020
The CDP Institute published its semi-annual Industry Update report today, which you download here for free. Although every word and image in the report is a jewel, there’s no question that the main story in this edition is CDP industry consolidation.
Customer Experience Matrix
OCTOBER 27, 2019
October 22 was a landmark day for the CDP industry.
Customer Experience Matrix
SEPTEMBER 25, 2018
Salesforce has sipped the Kool-Aid: it led off the Dreamforce conference today with news of Customer 360 , which aims to “help companies move beyond an app- or department-specific view of each customer by making it easier to create a single, holistic customer profile to inform every interaction”.
Advertiser: ZoomInfo
As buyer expectations continue to heighten, marketing and sales teams are feeling pressured to deliver authentic messaging to buyers at every point of their customer journey. This report aims to highlight the current state of B2B database and contact acquisition strategies, and organizations’ goals to leverage data to fuel their go-to-market strategies in 2020 and beyond.
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Customer Experience Matrix
DECEMBER 16, 2018
It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries.
Customer Experience Matrix
SEPTEMBER 24, 2018
One of the more jarring aspects in Adobe ’s briefing last week about its Marketo acquisition* were several statements that suggested Marketo and Adobe’s other products were going to access shared customer data.
Customer Experience Matrix
OCTOBER 7, 2018
Recent discussions with Customer Data Platform buyers and vendors have repeatedly circled around a small set of questions: what are the use cases for CDP? This really means, when should you use a CDP and when should you use something else?) what are the capabilities of a CDP?
Customer Experience Matrix
NOVEMBER 24, 2018
I finally caught up with Oracle for a briefing on the CX Unity product they announced in October. Although it was clear at the time that CX Unity offered some version of unified customer data, it was hard to understand exactly what was being delivered. The picture is now much clearer.
Advertiser: ZoomInfo
As frustrating as contact and account data management can be, this is still your database – a massive asset to your organization, even if it is rife with holes and inaccurate information. Entrusting a vendor to help maintain its accuracy and completeness is no ordinary engagement. Download ZoomInfo’s latest data-driven eBook aimed to help marketing leaders understand the best practices around choosing a B2B contact data provider.
Customer Experience Matrix
MAY 11, 2019
Jamie knew something was wrong when his alarm clock didn’t greet him by name. Weird, he thought. Things quickly got weirder. The water in the shower wasn’t set to the right temperature. The traffic report mentioned an accident nowhere near his route to work.
Customer Experience Matrix
JANUARY 1, 2019
The CDP industry had a great 2018, growing by 60% and reaching $740 million revenue, according to the CDP Institute’s just-released Industry Update (click here to download ). The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017.
Customer Experience Matrix
OCTOBER 14, 2019
Naysayers doubted that the European Union’s General Data Protection Regulation (GDPR) and ePrivacy rules, California Consumer Privacy Act (CCPA) and related privacy regulations would have any real impact on the flow of consumer data.
Customer Experience Matrix
DECEMBER 11, 2019
Acquia , which is moving past its roots in Web content management to become a multi-channel “digital experience platform” (DXP), took a big step in that direction today with a deal to buy the AgilOne Customer Data Platform.
Advertiser: ZoomInfo
In recent years, cold calling has become synonymous with rejection and failure. But the numbers aren't that clear; while less than 2% of today’s cold calls actually result in meetings, 78% of decision-makers have taken an appointment or attended an event as a result of a cold call. What’s the verdict?
Customer Experience Matrix
NOVEMBER 18, 2018
“If you can fake sincerity, you’ve got it made” runs the old joke.
Customer Experience Matrix
JUNE 17, 2019
Adobe, Salesforce and Oracle all made announcements regarding Customer Data Platform products this week. None are world-changing: Salesforce described a planned extension of Customer 360 ; Abobe announced triggered journey campaigns that draw on its “real time CDP”, and Oracle described CDP services from systems integrators. But the fact that all three vendors are addressing the topic raises some interesting questions. Why does this matter to technology and marketing professionals?
Customer Experience Matrix
SEPTEMBER 3, 2018
Third party data is not dead yet. It was supposed to be.
Customer Experience Matrix
JUNE 1, 2019
Customer success platform Gainsight recently released a Customer Data Platform module for its system. This followed Freshworks’ acquisition of Natero , another customer success platform that builds a unified customer database. Totango, another customer success platform, also positions itself as CDP.
Advertiser: ZoomInfo
When used effectively, a CRM can be the life blood of your sales team – keeping everyone organized, efficient, and at peak productivity. However, as a company, sales stack, and database grow, it becomes difficult to uphold structure and governance to keep a CRM up-to-date. The result? Less organization, more confusion, and fewer deals closed. Leveraging leading industry research from industry analysts, this eBook explores how your sales team can gain back valuable time.
Customer Experience Matrix
AUGUST 18, 2018
A few weeks ago, I critiqued several articles that attacked “myths” about Customer Data Platforms. But, on reflection, those authors had it right: it’s important to address misunderstandings that have grown as the category gains exposure. So here's my own list of CDP myths and realities.
Customer Experience Matrix
SEPTEMBER 6, 2018
My wanderings through the Customer Data Platform landscape have increasingly led towards the adjacent realm of Master Data Management (MDM). Many people are starting to ask whether they’re really the same thing or could at least be used for some of the same purposes.
Customer Experience Matrix
MARCH 4, 2018
The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg.
Customer Experience Matrix
APRIL 30, 2019
Let’s take a break from Customer Data Platforms to do some trend-spotting. I spy with my little eye…privacy systems! Specifically, there's a crop of systems that are privacy-safe alternatives to dominant social, search, email and other common consumer technologies. One well known example is DuckDuckGo , which positions itself as “a search engine that doesn’t track you”. But there are plenty of others.
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Account-Based Marketing is a strategy, not a solution.
Customer Experience Matrix
NOVEMBER 9, 2015
It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. But is it possible that predictive is already approaching commodity status?
Customer Experience Matrix
MARCH 3, 2019
Informatica announced last week that has purchased AllSight , a Toronto-based Customer Data Platorm vendor. This is interesting on several levels: A CDP vendor is being bought by an established enterprise data management firm.
Customer Experience Matrix
JANUARY 14, 2019
I review a lot of surveys -- easily a dozen each week. Mostly they go into a big file which I mine occasionally for helpful factoids to spice up a paper or presentation. Sometimes I take a more thorough tour to look at some bigger issues. Today is one of those days.
Customer Experience Matrix
FEBRUARY 18, 2018
Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data.
Advertiser: ZoomInfo
While B2B research suggests organizations are thriving through successful ABM programs, getting just one campaign off the ground is more difficult than it seems. From building an account universe to understanding to orchestrating sales and marketing alignment around touchpoint and messaging, there are a number of variables to consider before launching a program.
Customer Experience Matrix
FEBRUARY 7, 2019
I returned earlier this week from a sequence of workshops, speeches, and meetings in Europe, all focused on Customer Data Platforms. Here are some observations: - The European CDP market is indeed behind the U.S.
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