Over the past months, several of the major marketing cloud vendors have announced either the availability or development of their own customer data platforms (CDPs). For some, this represents a major change of position. They’ve moved from questioning the need for any sort of CDP to becoming enthusiastic advocates. So let’s unpack the various reasons for this 180° shift of opinion.
As the need for Customer Data Platforms (CDPs) in the marketing and digital gains more attention there’s an increasing number of CDP vendors and platforms coming onto the market making claims about the ability of their offerings. With so many platforms all calling themselves the same thing, learn how to determine the right one for your needs.
Marketing technology is both a benefit and a burden. It’s full of promise, if you can get it right. But it can also keep you up at night, because you just can’t seem to get it all to hang together.
Marketers are now operating in a world where data is more important than ever and those that can access and use it effectively can gain a significant advantage over their competitors. When it comes to deciding what data platform you should be using to get a single customer view, there is no single right answer. Find out where each different type of platform is best suited and what its strengths and weaknesses are.
The ability to tailor your marketing and CX communications based on what you know about a customer is generally a very good thing, but it can come back to bite you. We have put together a list of five things you should avoid when establishing your parameters for personalisation.
Recently Customer Data Platforms (CDPs) have become the latest 3 letter acronym to enter marketing glossary. CDP’s offer many benefits to those that can successfully adopt one and use it to enable their data driven digital customer experience and marketing initiatives.
Digital-led customer experience transformation is one of the hottest topics for CMOs in today’s market. According to IDC, over two thirds of global enterprises are looking to make the strategic shift from traditional to digitally-led strategy, with over one third expecting to have fully adopted digital transformation by the end of this financial year. Read on to see how you can transform your customer experience without breaking your systems.
Why a centralised approach to decisioning is not necessarily the best for marketing. Read on to learn more about:
The three key types of decision in digital marketing
The pitfalls of centralised decisioning
Common tensions between Marketing and IT
The advantages of taking a decentralised approach
In Part Two of our examination of the data technology required to support marketing programmes in a digital world, we look at where data platforms fit in the maze of modern MarTech.
What are the key types of MarTech and AdTech platform that handle data?
What are the major differences between platforms?
How can enterprise marketers choose the right platform for their needs?