Same As It Ever Was As you read this essay, keep in mind the importance of web analytics. Most business on the web are built from these measurement tools. Publishers with page views. Advertising with impressions. Maybe most important of all, e-commerce with conversion rate. All the apps, sites and stores are built on top… Continue reading Web Analytics Are Not Modern
2018 was my first full-year involved in the CDP space but having spent a veritable lifetime in first-party data, analytics, APIs and machine learning I came to the market with both an appreciation for the technology being built and the problems CDP was looking to solve. I am impressed by the maturity of CDP solutions… Continue reading 2019 CDP Market: Thoughts and Predictions
At this point data is captured on almost all products and services. Latency varies. Quality varies. Value varies. Use varies. But event data is collected even if it is just sales volume. However, not many products collect data in order to work. The ones that do of course have taken over the world. This is… Continue reading Contextual Event Data and Products
With regrets to The Smiths and one of the great B-sides of all-time, CDPs are the son and the heir of a Martech shyness that is criminally vulgar. Why are some brands shy about CDPs? From what I’ve seen in the market there are three primary blockers. Businesses are not mature enough with data Businesses… Continue reading CDPs: How Soon is Now?
This summer I immersed myself in customer data platforms having decided earlier in the year the technology is transformative. I believe CDPs are the biggest thing in Marketing SaaS since the advent of site analytics. CDPs are a generational, transformational, business technology. The power of CDPs includes setting the stage for true customer identity resolution… Continue reading My Summer of CDPs
Lost in all the DTC hype is that it never really was direct-to-consumer. Google and Amazon were always at the start and Facebook at the loose-end. They are where intent is most valuable – the first and last mile to your brain. Where you can be influenced the most. Powering direct-to-consumer for the products of… Continue reading To Compete With Platforms Become One
At many brands there is a conversation happening about the need for a Customer Data Platform. Likely, there is a champion from marketing or analytics that is passionate about the value it will create. Also likely, there are doubters in IT and Engineering who are managing the data lake and/or the DMP and/or the CRM… Continue reading Do We Really Need a CDP?