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CDP Spotlight: BlueVenn

CDP Spotlight: BlueVenn

Woohoo! Another CDP Spotlight – this time, we’re taking a look at BlueVenn. Blue. I have a lot of fun using BlueVenn, along with BlueConic and BlueShift as an example of just how much work I have ahead of me in releasing a “customer data platform buyers’ guide” that covers some 85 providers. It would
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CDP Spotlight: Celebrus

CDP Spotlight: Celebrus

Maybe you haven’t heard that I’m gearing up to publish a “buyers’ guide” at the end of the month?   Sign up today for free access More to come on the guide, especially if you’re signed up for it (sneak preview next week!) … In the meantime, I thought it would be fun to do something
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Announcing the 2018 Q4 Customer Data Platform Buyers’ Guide by CDP Resource

Announcing the 2018 Q4 Customer Data Platform Buyers’ Guide by CDP Resource

At the end of the month, CDP Resource will publish its first “Customer Data Platform Buyers’ Guide” intended to help clear up some of the confusion stemming in part from a long list of providers who offer what they or others have called “customer data platform” technology.  Sign up today for free access While the
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Coming soon: our first Customer Data Platform Buyers’ Guide

Coming soon: our first Customer Data Platform Buyers’ Guide

Happy October!  This month will bring two frequent requests to fruition on CDP Resource:  More information about providers of customer data platform technology More information on customer data platform use cases More providers: On or around 10/31, our first “Customer Data Platform Buyers’ Guide” will be published! Sign up now This guide will introduce over sixty
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5 things about what a customer data platform (CDP) is

5 things about what a customer data platform (CDP) is

There has always been a page linked at the top of this site: “What is a CDP?” There’s other stuff there, but the provided definition is: Customer data platforms are marketing technology that facilitate the use of entire-lifecycle customer data from multiple sources across multiple channels without vendor-based preference for the sources or channels. Yuk.
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How do you implement a customer data platform?

Eight implementation path origins, two main ingredients In “Why are customer data platforms frustrating to buyers, strategists, and consultants?”, I posited that there may be some eight or so implementation path origins for customer data platforms. These paths arise because there are various states of readiness and various priorities that create the perceived need for
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Why are customer data platforms frustrating to buyers, strategists, and consultants?

Why are customer data platforms frustrating to buyers, strategists, and consultants?

Summer is over. It’s time to go back to CDP school! It can be easy to get caught up in the happenings with “open season on CDPs” e.g. TreasureData being bought by Arm & Datorama by Salesforce. Our lovely area of martech is in an all out growth stage right now, and most acquisitions should
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What does the Salesforce acquisition of Datorama mean to CDP buyers?

What does the Salesforce acquisition of Datorama mean to CDP buyers?

The Datorama acquisition, and impending string of CDP acquisitions, gives current customer data platform customers and buyers reason to consider what it all means. A couple key questions to me: Which vendors will make it standing alone after IBM, Oracle, and others make similar moves? What will happen with the platforms swallowed up by these clouds/suites?
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What does the Salesforce acquisition of Datorama mean for other CDPs?

What does the Salesforce acquisition of Datorama mean for other CDPs?

Just months after the acquisition of MuleSoft at $6.5B, Salesforce took another step towards CDP land by announcing plans to acquire customer data platform vendor Datorama. Salesforce appears to be taking serious steps towards offering a vendor agnostic approach to dealing with customer data. Don’t forget the partnership with Google Analytics. Add MuleSoft’s integration-enabling capabilities combined
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Centralizing decentralization ftw

Centralizing decentralization ftw

In customer data land, centralization is generally a good thing. Efficiencies are created. Boom! Moderation is key, though, and sometimes exceptions to the rules are warranted. Especially in the case of internal centers of innovation. Want the latest and greatest? Sell up! It’s wonderful when the latest and greatest technologies are handed down from the
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5 quick things about customer data platforms and data democratization

5 quick things about customer data platforms and data democratization

On this day before Independence Day in the US, what better subject to cover than data democratization. This is a customer data platform blog, so here are five quick things about customer data platforms and data democratization! Thing #1: Data democratization isn’t just about access for reporting and analysis. It is also about access for
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Should you stay or should you go?

Should you stay or should you go?

There’s so much competition in today’s SaaSy software world, customer data platforms included. After becoming beholden to systems that are entrenched in our operations, it can be tempting to seek out a brighter, newer alternative. With customer data platforms, this often involves an evaluation of an existing system that overlaps with CDP functionality. Or, the
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5 things about web personalization and customer data platforms

5 things about web personalization and customer data platforms

Many customer data platforms got their start with a focus on web data unification and deliverability, one way or another. There are both a data collection side and a personalization side to the integration of CDPs and websites. With a unified profile and real-time decisioning capabilities right there connected to the website, the days of
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First-party data programs — if you build it they (customers) will come

First-party data programs — if you build it they (customers) will come

Amazing things can be built in the age of APIs and cloud connectors. You don’t build a customer data platform. You can build towards accomplishing some short-term goals that can also be accomplished with a CDP, but you can’t build the core capabilities that drive the allure of the customer data platform. The accessibility of
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Are customer data platforms really the anti-suite?

Are customer data platforms really the anti-suite?

Digital transformation is not as clean as diagrams make it out to look. Not that the diagrams are clean in the first place. I did find a pretty clean one that I love in “Beyond Big Data Basics: In-Stream Processing Cures Batch Processing Blues” on iamwire.com shown below. This diagram is clean because it is not
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5 things about email and customer data platforms

5 things about email and customer data platforms

Email and customer data have gone hand-in-hand for quite some time. The benefits are clear. Some organizations haven’t gotten there yet. Others see overlap in features sets between different marketing technologies and wonder what to do. One of these technologies with overlap is the good old customer data platform, so here are five things about
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5 things about data collection and customer data platforms

5 things about data collection and customer data platforms

I don’t like to get into the specifics of customer data platform features as far as defining the entire category. Getting into feature specifics is critical at the use case level, however. It would be impossible to properly evaluate and then plan for the use of a customer data platform without really understanding how at
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We already have a customer data platform. Now what?

We already have a customer data platform. Now what?

It can be easy to get started with a CDP without a holistic plan in place. One value-driving feature is all it takes. There is not a right or wrong way to get started. Even with plans in place before the customer data platform came along, it can become fast-evident that these original plans must be
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Considering a customer data platform evaluation?

Considering a customer data platform evaluation?

For at least a little while, this should close out the string of posts aimed for folks early in the evaluation/consideration process. It has been fun, but this week I will switch gears and start posting for folks who already have a customer data platform, or who are planning for its use. I’ve included a
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How to sort through dozens of customer data platforms

How to sort through dozens of customer data platforms

There are dozens of software companies pitching their product, or one of their products, as a customer data platform. How is due diligence possible with such a crowded field? While some customer data platforms are similar, some are actually quite dissimilar. This can be used as an advantage to narrow down the list pretty fast
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What can a customer data platform do for me?

What can a customer data platform do for me?

Yesterday, we took a trip around the web to consider how CDP are being defined. Fortunately we don’t need a common definition for customer data platforms to try answering the #1 question about them, which is… What can a customer data platform do for me? A customer data platform should facilitate the use of first-party
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How customer data platforms are being defined

How customer data platforms are being defined

In this infancy state, customer data platforms are not well-defined. My take is that part of the definition problem has to do with getting into too many details around individual features in a software category that has something for everyone. Martin Kihn of Gartner compares the promise of CDP to the promise of CRM in “What is
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Customer data platforms: it’s tough being a multi-faceted facilitator

Customer data platforms are not just facilitator technology, CDP are a multi-faceted facilitator. This is why there is a tremendous lack of understanding of what a CDP can do, or what it will specifically do for any one organization. Researching customer data platforms, you quickly bump into someone comparing CDP to tag management solutions (TMS).
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You don’t CDP? Start with these three simple tricks

You don’t CDP? Start with these three simple tricks

The best new technologies are the practical ones. When there are real and tangible use cases from the start, you will see the kind of growth we’ve seen with customer data platforms in the last year. Vendors saw tremendous growth in 2017, with industry analyst Martin Kihn noting in a podcast linked below that in
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