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Tableau, Looker, and Origami Logic Acquisitions Show Analytics Is In Fashion
Customer Experience Matrix
JUNE 11, 2019
One of the unwritten laws of punditry is that one event is random, two events are interesting, and three events make a trend.
Customer Experience Matrix
Do Customer Data Platforms Need Real-Time Processing?
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?
Why Are There So Many Types of Customer Data Platforms? It's Complicated.
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.
Salesforce Customer 360 Solution to Share Data Without a Shared Database
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”.
6 Steps to Building Predictable Lead Flow and Revenue
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Adobe, Microsoft and SAP Announce Open Data Initiative: It's CDP Turf But No Immediate Threat
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.
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How to Build a CDP RFP Generator
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?
The Privacy Multiverse: A Fantasy in Three Acts
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.
It's CDP Time for Marketing Cloud Vendors
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?
2018 Was a Great Year for Customer Data Platforms
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.
Lead Generation Companies: How to Pick a Right One
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Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.
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Oracle CX Unity Looks Like a Real Customer Data Platform
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.
What's Next for the Customer Data Platform Industry?
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.
Privacy-Protecting Systems Are The New Green
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.
Informatica Buys AllSight and What It Means for the CDP Industry
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.
7 Cold Calling Tactics You Aren't Using but Should Be
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Purpose-Driven Marketing Comes to Town
Customer Experience Matrix
NOVEMBER 18, 2018
“If you can fake sincerity, you’ve got it made” runs the old joke.
Third Party Data Is Not Dead Yet
Customer Experience Matrix
SEPTEMBER 3, 2018
Third party data is not dead yet. It was supposed to be.
State of Customer Data Platforms in Europe
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 Data Platforms vs Master Data Management: How They Differ
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.
How B2B Marketing is Changing in 2018
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European CDP Market Is Still Behind the U.S.
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.
Consumers Aren't As Into Personalization As You Think, and Other Survey Results
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.
Predictive Marketing Vendors Look Beyond Lead Scores
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?
CDP Myths vs Realities
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.
Best Practices for Selling to Government Agencies
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The US government spends over $235 billion on goods and services each year. Because of this, selling your product or service to a government agency can be a great way to increase profits. A government buyer also offers consistency, at least for the duration of your contract. However, there are key differences between selling to a customer or business and selling to the government. MarketJoy VP of Customer Success, Curtis Bendt, has used his vast experience in sales industry to craft a list of best practices for selling to government agencies to give you a more specific idea of what the process involves. MarketJoy also provides you with several tips on how to increase your chances of success.
What's Different About European CDPs?
Customer Experience Matrix
JANUARY 12, 2019
For reasons that made sense at the time, I recently interviewed myself about the CDP Institute's latest review of Europe-based CDP vendors. Here's how that went. What do you think potential CDP buyers would find the most interesting stats from this?
BadTech Is the Next New Thing
Customer Experience Matrix
AUGUST 21, 2018
Forget about Martech, Adtech, or even Madtech. The next big thing is BadTech. I’m referring to is the backlash against big tech firms – Google, Amazon, Apple, and above all Facebook – that have relentlessly expanded their influence on everyday life.
Get Ready for CDP Horror Stories as Customer Data Platforms Enter the Trough of Dillusionment
Customer Experience Matrix
JULY 27, 2018
It’s nearly a year since Gartner placed Customer Data Platforms at the top of its “hype cycle” for digital marketing technologies. The hype cycle shouldn’t be taken too literally but it does capture the growing interest in CDPs and reminds us to expect this attention to attract critics.
Customer Data Platforms Revisited: The Future of Marketing Data
Customer Experience Matrix
JANUARY 18, 2015
It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems.
Paradigm of Strategic Value-Based Discounting for the B2B Industry
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Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy
Facebook, Privacy, and the Future of Personalization
Customer Experience Matrix
MAY 1, 2018
Readers of this blog and the CDP Institute newsletter know that I’ve been fussing for years about privacy-related issues with Facebook , Google , and others. With the issue now attracting much broader public attention, I’ve backed off my own coverage.
B2B Marketers Are Buying Customer Data Platforms. Here's Why.
Customer Experience Matrix
SEPTEMBER 8, 2017
I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed.
Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.
Customer Experience Matrix
JUNE 25, 2015
Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) 1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil.
The Light Bulbs Have Ears: Why Listening Is Voice-Activated Devices' Most Important Skill
Customer Experience Matrix
JANUARY 12, 2018
If one picture’s worth a thousand words, why is everyone rushing to replace graphical interfaces with voice-activated systems? The question has an answer, which we’ll get to below. But even though the phrasing is a bit silly, it truly is worth asking.
The Account-Based Marketing Playbook
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Account-Based Marketing is a strategy, not a solution.
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