Category: Uncategorized
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2019 CDP Market: Thoughts and Predictions
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…
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Contextual Event Data and Products
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…
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CDPs: How Soon is Now?
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…
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My Summer of CDPs
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…
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To Compete With Platforms Become One
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…
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Do We Really Need a CDP?
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…
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CDPs and Identity: The Great Unknown
In my last post on CDPs I wrote about how important identity is to the transformational power of CDPs (Customer Data Platforms). I also wrote about how many CDPs there are. But here’s what I didn’t mention. I didn’t mention that how CDPs generate identity is the single biggest difference among CDPs. Sounds like an…
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CDPs: The Great Transformation
Data and marketing are inextricably linked through time. So it’s no surprise the evolution of database technology continues to help marketers with more advanced strategies and tools. The past few years we have seen cloud based data warehouses like Redshift, Snowflake & HANA/BW continue to evolve. After a few stops and starts a central path…
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What Happened to Local Publishers?
There’s a saying. There’s even a book. “All News is Local.” This past October I was invited to participate in The Future of Advertising and Publishing conference held at the Harvard Innovation Lab. The event was co-sponsored by the Tow Center for Digital Journalism at Columbia University, the Digital Initiative at Harvard Business School, and the Shorenstein Center on Media,…
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The Threat to Google Advertising Dominance is Back – With Teeth
In 2007 Google feared for its future as the digital ad leader. There were two huge technology holes in their advertising business strategy that could be exploited by others. These were real threats. One was the browser. The browser controls the DOM (Document Object Model) which controls the delivery and experience of content on a…
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