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and its customers.
CUSTOMER EXPERIENCE MATRIX: ACTIVENAV AUTOMATES DATA ActiveNav addresses what may be the biggest data inventory pain of all: keeping information up-to-date. The system automates the update process by receiving continuous notifications of metadata changes from systems that are set up to send them. In other cases, ActiveNav can query repositories to look for metadata that has been updated sinceits
CUSTOMER EXPERIENCE MATRIX: BUILD VS BUY YOUR CUSTOMER Exploring this in more detail: Data Collection/Same: as already mentioned, much of the work in assembling a CDP is understanding source data. This is required regardless of whether the CDP is built or bought. If the data is well understood, a purchased CDP benefits as much as a built system – so long as IT staff who understand the data are available to the project. CUSTOMER EXPERIENCE MATRIX: MARTECH PLOT LINES FOR 2021 Customer Experience Matrix: MarTech Plot Lines for 2021. “Apophenia” – seeing patterns where none exist – is both occupational hazard and job requirement for an industry analyst. The CDP Institute Daily Newsletter provides a steady supply of grist for my pattern detection mill. But the selection of items for that newsletter isn’t random. CUSTOMER EXPERIENCE MATRIX: JUST RELEASED: ABM VENDOR It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors, which I’ve released today and you can purchase here.This was a huge project with the almost insanely ambitious goal of CUSTOMER EXPERIENCE MATRIX: CUSTOMER DATA PLATFORMS Customer Data Platforms Revisited: The Future of Marketing Data. 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. You may recall that I listed several sets of products asCDPs: B2B
CUSTOMER EXPERIENCE MATRIX: SEVEN MARKETING AUTOMATION Myth: Failure is the user's fault, not the system's. This myth follows from the first two: if all systems are the same, then failure must be fault of the user. But, as we’ve seen, systems aren’t the same and many failures result from a system that doesn’t meet the user’s needs. Other research shows that users generally overcome CUSTOMER EXPERIENCE MATRIX: ADOMETRY COMBINES ATTRIBUTION Pricing for Adometry is based on the number of channels and volume of data. It starts around $100,000 per year for the smallest clients with enough volume to use the system effectively (about 30 to 50 million impressions per month). Currently, more than 50 companies use Adometry’s attribution services. Posted by David Raab at 6:54 PM. WONDERING HOW CUSTOMER DATA PLATFORMS RELATE TO OTHER This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: 2007 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: ACTIVENAV AUTOMATES DATA ActiveNav addresses what may be the biggest data inventory pain of all: keeping information up-to-date. The system automates the update process by receiving continuous notifications of metadata changes from systems that are set up to send them. In other cases, ActiveNav can query repositories to look for metadata that has been updated sinceits
CUSTOMER EXPERIENCE MATRIX: BUILD VS BUY YOUR CUSTOMER Exploring this in more detail: Data Collection/Same: as already mentioned, much of the work in assembling a CDP is understanding source data. This is required regardless of whether the CDP is built or bought. If the data is well understood, a purchased CDP benefits as much as a built system – so long as IT staff who understand the data are available to the project. CUSTOMER EXPERIENCE MATRIX: MARTECH PLOT LINES FOR 2021 Customer Experience Matrix: MarTech Plot Lines for 2021. “Apophenia” – seeing patterns where none exist – is both occupational hazard and job requirement for an industry analyst. The CDP Institute Daily Newsletter provides a steady supply of grist for my pattern detection mill. But the selection of items for that newsletter isn’t random. CUSTOMER EXPERIENCE MATRIX: JUST RELEASED: ABM VENDOR It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors, which I’ve released today and you can purchase here.This was a huge project with the almost insanely ambitious goal of CUSTOMER EXPERIENCE MATRIX: CUSTOMER DATA PLATFORMS Customer Data Platforms Revisited: The Future of Marketing Data. 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. You may recall that I listed several sets of products asCDPs: B2B
CUSTOMER EXPERIENCE MATRIX: SEVEN MARKETING AUTOMATION Myth: Failure is the user's fault, not the system's. This myth follows from the first two: if all systems are the same, then failure must be fault of the user. But, as we’ve seen, systems aren’t the same and many failures result from a system that doesn’t meet the user’s needs. Other research shows that users generally overcome CUSTOMER EXPERIENCE MATRIX: ADOMETRY COMBINES ATTRIBUTION Pricing for Adometry is based on the number of channels and volume of data. It starts around $100,000 per year for the smallest clients with enough volume to use the system effectively (about 30 to 50 million impressions per month). Currently, more than 50 companies use Adometry’s attribution services. Posted by David Raab at 6:54 PM. WONDERING HOW CUSTOMER DATA PLATFORMS RELATE TO OTHER This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: 2007 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: SEPTEMBER 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: SEVEN MARKETING AUTOMATION Myth: Failure is the user's fault, not the system's. This myth follows from the first two: if all systems are the same, then failure must be fault of the user. But, as we’ve seen, systems aren’t the same and many failures result from a system that doesn’t meet the user’s needs. Other research shows that users generally overcome CUSTOMER EXPERIENCE MATRIX: SOFTWARE REVIEW: SKYPOINT This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: WONDERING HOW CUSTOMER DATA This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: JUST RELEASED: ABM VENDOR It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging. Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors, which I’ve released today and you can purchase here.This was a huge project with the almost insanely ambitious goal of WHY ARE THERE SO MANY TYPES OF CUSTOMER DATA PLATFORMS? IT This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: SIMPLIFYING DEMAND GENERATION This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: BLUESHIFT OFFERS A SIMPLE B2C Blueshift fits nicely into the B2C CDP mold: it builds a multisource database, incorporates machine learning-based predictive models, uses filters to create segments, and runs multi-step campaigns that are executed by external systems in email, SMS, mobile apps, and display and Facebook retargeting. What sets Blueshift apart – and this is TEALIUM GROWS FROM TAG MANAGER TO CUSTOMER DATA PLATFORM Tealium offers a remarkably powerful data-layer CDP. It extends a bit into decisions by applying segments, creating derived variables, setting up triggers, and sending audiences to execution systems. But it doesn’t do multi-step campaigns, predictive analytics, offer tracking, and supporting functions like content management. CUSTOMER EXPERIENCE MATRIX This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: ACTIVENAV AUTOMATES DATA ActiveNav addresses what may be the biggest data inventory pain of all: keeping information up-to-date. The system automates the update process by receiving continuous notifications of metadata changes from systems that are set up to send them. In other cases, ActiveNav can query repositories to look for metadata that has been updated sinceits
CUSTOMER EXPERIENCE MATRIX: UNDERSTANDING ADOBE REAL TIME CDP The first two functions, ingestion and profile management, are provided by Experience Platform. The third is provided by Real Time CDP. In other words, although Adobe’s combined stack does everything you expect from a CDP, its Real Time CDP only provides one of the three core functions. I’ll pause for a moment while you wrap yourhead
CUSTOMER EXPERIENCE MATRIX: SOFTWARE HAS STOPPED EATING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS EVERGAGE BUT Careful readers will have already noticed that this chart includes one other deal: acquisition of Evergage by Salesforce, announced on Monday. Evergage fits into the size range of the other deals and the sale can certainly be seen as an escape from the crowded campaign CDP space. But the purchase is otherwise atypical because Salesforce has CUSTOMER EXPERIENCE MATRIX: HISTORY OF MARKETING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: ADOMETRY COMBINES ATTRIBUTION Pricing for Adometry is based on the number of channels and volume of data. It starts around $100,000 per year for the smallest clients with enough volume to use the system effectively (about 30 to 50 million impressions per month). Currently, more than 50 companies use Adometry’s attribution services. Posted by David Raab at 6:54 PM. CUSTOMER EXPERIENCE MATRIX: PREDICTIVE ANALYTICS: SHOULD Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS DATORAMA News that Salesforce had purchased Datorama crossed the wire just as I was starting on two weeks of travel, so I haven’t been able to comment until now. This was purchase was noteworthy as the first big CDP acquisition by a marketing cloud vendor. That the buyer was Salesforce was even more intriguing, given that they had purchased Mulesoft in March for $6.5 billion and that Marketing Cloud CUSTOMER EXPERIENCE MATRIX This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: ACTIVENAV AUTOMATES DATA ActiveNav addresses what may be the biggest data inventory pain of all: keeping information up-to-date. The system automates the update process by receiving continuous notifications of metadata changes from systems that are set up to send them. In other cases, ActiveNav can query repositories to look for metadata that has been updated sinceits
CUSTOMER EXPERIENCE MATRIX: UNDERSTANDING ADOBE REAL TIME CDP The first two functions, ingestion and profile management, are provided by Experience Platform. The third is provided by Real Time CDP. In other words, although Adobe’s combined stack does everything you expect from a CDP, its Real Time CDP only provides one of the three core functions. I’ll pause for a moment while you wrap yourhead
CUSTOMER EXPERIENCE MATRIX: SOFTWARE HAS STOPPED EATING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS EVERGAGE BUT Careful readers will have already noticed that this chart includes one other deal: acquisition of Evergage by Salesforce, announced on Monday. Evergage fits into the size range of the other deals and the sale can certainly be seen as an escape from the crowded campaign CDP space. But the purchase is otherwise atypical because Salesforce has CUSTOMER EXPERIENCE MATRIX: HISTORY OF MARKETING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: ADOMETRY COMBINES ATTRIBUTION Pricing for Adometry is based on the number of channels and volume of data. It starts around $100,000 per year for the smallest clients with enough volume to use the system effectively (about 30 to 50 million impressions per month). Currently, more than 50 companies use Adometry’s attribution services. Posted by David Raab at 6:54 PM. CUSTOMER EXPERIENCE MATRIX: PREDICTIVE ANALYTICS: SHOULD Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS DATORAMA News that Salesforce had purchased Datorama crossed the wire just as I was starting on two weeks of travel, so I haven’t been able to comment until now. This was purchase was noteworthy as the first big CDP acquisition by a marketing cloud vendor. That the buyer was Salesforce was even more intriguing, given that they had purchased Mulesoft in March for $6.5 billion and that Marketing Cloud CUSTOMER EXPERIENCE MATRIX: JULY 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: SOFTWARE HAS STOPPED EATING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: DECEMBER 2019 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: HOW TO BUILD A CDP RFP GENERATOR The columns are: Nbr Use Cases Needing: this shows how many use cases require this capability. It’s the sum of the capability values for the selected use cases. Already Have: this is the user’s input, showing which of the required capabilities are already available. In the sample table, the last row (site tag) is an existing capability. WHICH B2B MARKETING AUTOMATION FEATURES ACTUALLY GET USED The paper I mentioned goes into the maturity model in more detail. (I'll let you know when it's published). It shows that each level involves new skills and organizational changes, so moving from one to the next takes a lot more than just turning on more system features. CUSTOMER EXPERIENCE MATRIX: TABLEAU, LOOKER, AND ORIGAMI One of the unwritten laws of punditry is that one event is random, two events are interesting, and three events make a trend. By that measure, the purchases of data analytics vendors Looker by Google, Tableau by Salesforce, and Origami Logic by Intuit within a three week span must signify something. Is it that martech suites must now include business intelligence software? CUSTOMER EXPERIENCE MATRIX: BLUECONIC USER-DRIVEN I’m as fond of hearing my voice as most consultants, which is very fond indeed. But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. CUSTOMER EXPERIENCE MATRIX: GAINSIGHT GIVES CUSTOMER Gainsight was founded in 2009 and started taking paying customers in 2012. It now has about 20 clients, mostly large enterprises running an online service or Web site. Pricing is based on the number of modules used plus number of users, and averages around $50,000 to CUSTOMER EXPERIENCE MATRIX: 2018 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: INFOR EPIPHANY MARKETING AND Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a full suite of marketing and CRM systems before itsprice collapsed.
CUSTOMER EXPERIENCE MATRIX This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: ACTIVENAV AUTOMATES DATA Our on-going tour of privacy systems has already included stops at BigID and Trust-Hub, which both build inventories of customer data.Apparently I’m drawn the topic, since I recently found myself looking at ActiveNav, which turns out to be yet another data inventory system.It’s different enough from the others to be worth a review ofits own.
CUSTOMER EXPERIENCE MATRIX: SOFTWARE HAS STOPPED EATING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: UNDERSTANDING ADOBE REAL TIME CDP Adobe fully released its Real Time Customer Data Platform last November.Although they had briefed me on it before then, it was only this week that I finally caught up with them to discuss the final product. Since this is a topic of great interest – and confusion – it’s worth sharing what I learned. CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS EVERGAGE BUT The CDP Institute published its semi-annual Industry Update report today, which you download here for free. Although every word and image in the report is a jewel, there’s no question that the main story in this edition is CDP industry consolidation. CUSTOMER EXPERIENCE MATRIX: ADOMETRY COMBINES ATTRIBUTION The system’s optimization process begins with the attribution analysis, but then adds auto-generated predictive models to estimate the impact of future CUSTOMER EXPERIENCE MATRIX: HISTORY OF MARKETING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: PREDICTIVE ANALYTICS: SHOULD Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS DATORAMA News that Salesforce had purchased Datorama crossed the wire just as I was starting on two weeks of travel, so I haven’t been able to comment until now. This was purchase was noteworthy as the first big CDP acquisition by a marketing cloud vendor. That the buyer was Salesforce was even more intriguing, given that they had purchased Mulesoft in March for $6.5 billion and that Marketing Cloud CUSTOMER EXPERIENCE MATRIX This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: ACTIVENAV AUTOMATES DATA Our on-going tour of privacy systems has already included stops at BigID and Trust-Hub, which both build inventories of customer data.Apparently I’m drawn the topic, since I recently found myself looking at ActiveNav, which turns out to be yet another data inventory system.It’s different enough from the others to be worth a review ofits own.
CUSTOMER EXPERIENCE MATRIX: SOFTWARE HAS STOPPED EATING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: UNDERSTANDING ADOBE REAL TIME CDP Adobe fully released its Real Time Customer Data Platform last November.Although they had briefed me on it before then, it was only this week that I finally caught up with them to discuss the final product. Since this is a topic of great interest – and confusion – it’s worth sharing what I learned. CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS EVERGAGE BUT The CDP Institute published its semi-annual Industry Update report today, which you download here for free. Although every word and image in the report is a jewel, there’s no question that the main story in this edition is CDP industry consolidation. CUSTOMER EXPERIENCE MATRIX: ADOMETRY COMBINES ATTRIBUTION The system’s optimization process begins with the attribution analysis, but then adds auto-generated predictive models to estimate the impact of future CUSTOMER EXPERIENCE MATRIX: HISTORY OF MARKETING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: PREDICTIVE ANALYTICS: SHOULD Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on CUSTOMER EXPERIENCE MATRIX: SALESFORCE BUYS DATORAMA News that Salesforce had purchased Datorama crossed the wire just as I was starting on two weeks of travel, so I haven’t been able to comment until now. This was purchase was noteworthy as the first big CDP acquisition by a marketing cloud vendor. That the buyer was Salesforce was even more intriguing, given that they had purchased Mulesoft in March for $6.5 billion and that Marketing Cloud CUSTOMER EXPERIENCE MATRIX: JULY 2020 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: SOFTWARE HAS STOPPED EATING This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. CUSTOMER EXPERIENCE MATRIX: DECEMBER 2019 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: HOW TO BUILD A CDP RFP GENERATOR The columns are: Nbr Use Cases Needing: this shows how many use cases require this capability. It’s the sum of the capability values for the selected use cases. Already Have: this is the user’s input, showing which of the required capabilities are already available. In the sample table, the last row (site tag) is an existing capability. CUSTOMER EXPERIENCE MATRIX: GAINSIGHT GIVES CUSTOMER The company is Gainsight (formerly JBara), whose Web site positions it as ”a complete customer success platform”. That could easily be pure fluff – doesn’t every company contribute to its customers’ success? – but Gainsight actually means something concrete: it helps customer success managers identify churn risks and sales opportunities among their clients. WHICH B2B MARKETING AUTOMATION FEATURES ACTUALLY GET USED The paper I mentioned goes into the maturity model in more detail. (I'll let you know when it's published). It shows that each level involves new skills and organizational changes, so moving from one to the next takes a lot more than just turning on more system features. CUSTOMER EXPERIENCE MATRIX: TABLEAU, LOOKER, AND ORIGAMI One of the unwritten laws of punditry is that one event is random, two events are interesting, and three events make a trend. By that measure, the purchases of data analytics vendors Looker by Google, Tableau by Salesforce, and Origami Logic by Intuit within a three week span must signify something. Is it that martech suites must now include business intelligence software? CUSTOMER EXPERIENCE MATRIX: BLUECONIC USER-DRIVEN I’m as fond of hearing my voice as most consultants, which is very fond indeed. But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. CUSTOMER EXPERIENCE MATRIX: 2018 This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is founder and CEO of the Customer Data Platform Institute and Principal at Raab Associates Inc. All opinions here are his own. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a companyand its customers.
CUSTOMER EXPERIENCE MATRIX: INFOR EPIPHANY MARKETING AND Epiphany was one of the high-fliers of an earlier marketing automation boom: launched in 1997 with an initial public offering in 1999, it traded stock for a full suite of marketing and CRM systems before itsprice collapsed.
skip to main | skip to sidebar CUSTOMER EXPERIENCE MATRIX This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is Principal at Raab Associates Inc. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a company and itscustomers.
WEDNESDAY, MARCH 18, 2020 BALANDRA ORCHESTRATES CUSTOMER JOURNEY WITHOUT A CDP Balandra Customer Flow Diagram The need for a system that assembles unified, sharable customer profiles is now widely accepted. So is the label of “Customer Data Platform” to describe such systems. What people do still debate is whether a Customer Data Platform should only assemble those profiles or should also include features to “activate” them in the sense of selecting customer treatments. I personally find the discussion uninteresting since the plain reality is that some companies want activation features in their CDP and others do not. Companies that don't want activation in their CDP may already have a separate activation system or prefer to purchase a separate one. This means that activation is optional, and, thus, not a core CDP feature. QED. Theory aside, it’s true that the majority of CDPs do include activation features. This makes a stronger argument for the weaker claim that most buyers want activation features in their CDP. But this has nothing to do with CDPs in particular: it’s just an instance of the general rule that buyers prefer integrated systems to separate components. This is known (to me, at least) as Raab's Law, stated most succinctly as "suites win". A diehard advocate of “CDPs need activation” might question whether activation systems can truly be purchased separately. My response points to Journey Orchestration Engines (JOEs), a small but intriguing category that includes Thunderhead, Pointillist , and
Kitewheel among others. These products select the best treatment for each customer in each situation and transmit their choice to delivery systems (email, Web CMS, mobile app, call center, etc.) for execution. All need customer profiles to function, but they don’t necessarily meet the RealCDP requirements for accepting data from all sources, retaining all details, storing the data internally, or sharing their profiles with others. This is because their designers’ focus is on the very different challenge of making it easy for users to define, manage, and optimize customer treatments across channels. Meeting that challenge requires presenting customer data effectively, identifying events that might require an action, selecting the right action in the current situation, and sending that action to external systems for delivery. Some tasks, such as data presentation and delivery system integration, are also found in other types of systems. The unique challenge for Journey Orchestration Engines is finding the right action while taking into account the customer’s complete situation (not just the current interaction). This requires understanding all the factors that are relevant in the current situation and choosing the best among all possible actions. Of course, "all" is an impossibly high standard. A more realistic goal is to understand as many factors as possible and choose among the broadest range of available actions. It’s an important distinction because the scope of available data and actions will grow over time. This means the key capability to look for is whether a system has the flexibility to accommodate new data and actions as these becomeavailable.
This brings us to Balandra , a Madrid-based journey orchestration engine. Balandra is designed for complex service industries such as insurance, telecommunications, and healthcare, where companies have multiple, complex operational systems. Left to run independently, these systems will each send their own messages, creating a disconnected and often inappropriate experience for each customer. Balandra intercepts these messages and replaces them with a single stream is governed by a common set of rules. The rules themselves draw on a structure that organizes customer experience into major processes such as onboarding a new client, setting up a new service, or filing an insurance claim. Each process is assigned a combination of data, lifecycle stages, available actions, and decision rules. When an event occurs that involves the process, Balandra executes its rules to pick an action based on the customer’s data and lifecycle stage. This may not sound especially exciting. But it’s important to contrast Balandra’s approach with conventional customer journey flows. These follow a specified sequence of messages and events, at best with some branching to accommodate different customer behaviors as the journey progresses. But a conventional journey flow can only include a fairly low number of steps and branches before it becomes incomprehensibly complex. The rule-based approach avoids this problem by letting users create different rules for different factors and apply them in sequence. So, you might have one rule that checks for recent customer service issues, another that checks for customer value, and another for previous purchases. Each rule would add or exclude particular messages from consideration. After all the rules had executed, a final rule would select from the pool of messages thatremain available.
The advantage of this approach is that each rule executes independently, avoiding the need for a complex decision tree that specifies different treatments for different combinations of conditions. Rules can just be added or dropped into the mix knowing that they’ll apply themselves only when relevant conditions are met. For example, a rule might check for recent customer service problems and suppress new product offers within the following two weeks if one occurred. This happens (or doesn’t happen) across all interactions without explicitly building that check into each journey flow. To be clear, Balandra isn’t the only system to take this approach. In fact, its actual rule definition and execution is done using a standard business rules engine – IBM’s Operational Decision Manager (ODM), formerly ILOG. The system does have an interface that lets non-technical users define the data associated with each process and specify connections with delivery systems. It can ingest data in real time via APIs, through event streams such as Kafka, or through batch file updates. It can support both real time interactions and batch processing for outbound campaigns. If you’re keeping score, Balandra doesn’t qualify as a CDP because it only uploads a fraction of the data related to a customer – the interactions between customer and company systems. While this means Balandra clients might still want a separate CDP system, it also enables Balandra to use many fewer resources than a CDP would. Balandra launched its product in 2014. It currently has four clients in production, all in Spain, and is looking distribution partners in other regions. Pricing starts around $50,000 per year and grows based on the number of customers. Posted by David Raab at 6:04 PM0 comments
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MONDAY, MARCH 09, 2020 REFLECTIONS ON THE CDP REVOLUTION IN FRANCE (AND THE REST OF EUROPE) The CDP Institute just published a report on the CDP Industry in Europe (download here). This
was based primarily on the global Industry Update released last month. This showed especially fast growth in Europe, with a year-on-year increase of 74% in the number of European vendors and 80% in European CDP employment, compared with growth outside of Europe of 38% in vendors and 59% in employment. We spent quite a bit of time in Europe last year, so I certainly have my own ideas of the reasons behind these sharp increases. But it always seems best to get information from people who live in the region. So as part of the report we collected comments from several European CDP vendors and consultants on what they saw happening in their markets. Their complete comments are included in the report. They are largely consistent with each other, so I think it’s fair to give a summary. Here’s my interpretation: • The European market is divided into several zones, each at a different stage of the development. The UK market is closest to the U.S. and most mature. Growth there began in 2017, paused as companies worked to meet the GDPR deadline of May 2018, and then resumed. The Netherlands and Germany are next in line, with growth taking off after mid-2018. Southern Europe, Eastern Europe and the Nordics the least mature, with limited deployment to date. Maturity can be measured by understanding of CDP, adoption levels, and the speed of sales cycles. • Each market is served by native national vendors. These are often affiliated with marketing agencies or consultancies and usually provide a combination of data assembly and campaign management. Large U.S-based vendors have a substantial presence in the UK and Netherlands/Germany regions but little activity elsewhere. These vendors are primarily focused on data assembly. Some of the European vendors also sell throughout the UK/Netherlands/Germany markets. Few non-local vendors have much presence in Southern Europe, Eastern Europe, or the Nordic. • France is a market of its own. Most CDP sales in France are made by French vendors, who sell little outside of France. U.S. and non-French European vendors do continue to try to penetrate the French market, so far with limited success. Unlike other markets, the French vendors generally started as Data Management Platforms (DMPs) although they took a broad approach that included some CDP features from the start. They have now further evolved to towards CDP although their DMP roots still show. • GDPR was an early impetus to CDP adoption but that momentum is now largely spent. Current interest in CDP is based on the core use cases of data unification and campaign management. In the more mature markets, where CDPs are better understood, this interest is most likely to result in buying a packaged CDP system. In the less mature markets, this interest is more likely to result in buying a solution from an agency or in building a solution in-house. These observations largely parallel my own impressions of the region. One difference is that none of the commenters mentioned the several European CDPs that compete globally as specialists in travel, telecommunications, financial services, or retail. The reason may simply be that only one the vendors who contributed to the report is in this category. Also, none mentioned the limited funding available to European CDP vendors, an extremely sharp contrast to heavily-fundedU.S.-based firms.
There’s much more in the report, both in the vendors’ comments and in the industry data. Again you can download it here. Enjoy.
Posted by David Raab at 10:38 PM0 comments
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THURSDAY, FEBRUARY 13, 2020 UNDERSTANDING ADOBE REAL TIME CDP Adobe fully released its Real Time Customer Data Platform last November.
Although they had briefed me on it before then, it was only this week that I finally caught up with them to discuss the final product. Since this is a topic of great interest – and confusion – it’s worth sharing what I learned. Part of the confusion has to do with Adobe’s habit of reusing product names. It’s easy to confuse the Adobe Experience Platform, the core system for collecting customer data, assembling profiles, applying machine learning, and sharing the results with services and applications, with Adobe Experience Manager, the Web content management system that is one of those applications. Similarly, Experience Platform contains a Real Time Customer Profile, which is different from the Real Time CDP, one of the services that consumes data from Experience Platform. Got that? It also doesn’t help that Adobe describes Experience Platform and Real-Time CDP as managing unknown and known profiles for activation across all channels, without clarifying that it’s only referring to first-party data. It turns out that Audience Manager, their Data Management Platform (an “application” in their terminology), holds third party profiles that aren’t shared with Experience Platform. Adobe nevertheless uses the term “audience activation” to describe movement of first party profiles from Experience Platform into other applications, including into Audience Manager itself. Somebody get these people a thesaurus. But that’s just words. What really takes explaining is that Adobe has split what it considers the functions of a CDP between the Experience Platform and the Real Time CDP itself. Specifically, they describe a CDP as doing three things: * ingesting customer data from all enterprise sources * creating persistent customer profiles used for modeling andsegmentation
* “activating” the profiles by moving them into applications The first two functions, ingestion and profile management, are provided by Experience Platform. The third is provided by Real TimeCDP.
In other words, although Adobe’s combined stack does everything you expect from a CDP, its Real Time CDP only provides one of the three core functions. I’ll pause for a moment while you wrap your headaround that.
Ready to continue? Great. There’s nothing inherently wrong with Adobe’s approach, which is ultimately another matter of labels. In fact, I’ve recently seen several situations where the CDP is primarily an access tool that connects a master data store to marketing systems. As with Real Time CDP, the role is simply to take already-assembled data and put it in a format that’s suitable for marketers (or potentially other business users). So Adobe may be on tosomething.
Of course, any system that just provided data access would not be a CDP. Adobe’s combined solution does meet the CDP Institute definition of a CDP: packaged software that builds a unified, persistent customer database accessible to other systems. They might be a bit weak at the edges – I haven’t explored whether they can truly include all sources and all details within the Experience Platform database. News that that Experience Platform excludes the third party profiles in Audience Manager does raise some questions about that. But, truth be told, quite a few CDPs have some practical limits in those areas. You’re likely aware that some analysts and CDP vendors disagree with the CDP Institute definition, arguing a CDP should include analytics and experience orchestration. The general logic is that data is worthless unless it’s exploited, so the CDP should include features to use it. This is usually described as “activation”, a word I’m avoiding since Adobe is using it one way (to describe moving data from the CDP into application systems, with some segmentation capability but no message selection), while others often use it to include message selection, personalization, and orchestration. I personally don’t much care how anyone defines “activation” so long as they’re clear about what they mean when they use it. I happen to agree with Adobe that message selection, personalization, and orchestration aren’t essential CDP functions. But that’s a debate for another day. That said, it’s important to know that Real Time CDP isn’t the only Adobe service that can access the customer profiles in Experience Platform. Services including analysis, journey orchestration, and offer management provide alternative connections between Experience Platform and the applications. This is wrinkle that wouldn’t be present in a CDP that provided ingestion, profile creation, and access as part of one system. It adds complexity if one application might connect with several services. You might even worry that it recreates the crazy wall of point-to-point connections that causes people to want CDPs in the first place. But that’s an overstatement if only four services are involved. A more pressing concern would be how much data is actually loaded into Experience Platform. Some operational data will stay within the individual Adobe applications because no other system can use it. Beyond that, my understanding is that Experience Platform has an extensible data model which would theoretically handle any information that users wanted it to ingest. But that could be wrong. Anyone thinking about buying the system should check that it can load the sources that matter in their situation. Remember that Experience Platform grew out of Adobe’s previous approach, which largely relied on storing identifiers within the central data store and looking up everything else in its source systems as needed. Adobe has clearly moved beyond that but some traces may linger. Posted by David Raab at 7:49 PM0 comments
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MONDAY, FEBRUARY 03, 2020 SALESFORCE BUYS EVERGAGE BUT NOT FOR CDP The CDP Institute published its semi-annual Industry Update report today, which you download here for free. Although every word and image in the report is a jewel, there’s no question that the main story in this edition is CDP industry consolidation. Events in the past six months (stretching a bit to include early January 2020) include seven new funding rounds, three acquisitions of CDP vendors, four acquisitions by CDP vendors, and four asset sales by CDP companies. Asset sales aside, these are all ways for companies to strengthen their business more quickly than organic growth permits. What’s particularly intriguing is the industry position of the firms in these deals. Using our best guess at CDP employment for each vendor, only one of the twelve vendors involved funding or either side of an acquisition is among the industry’s five largest (SessionM, bought by Mastercard). The rest all ranked within the fairly narrow band from number eight to number thirty (of 101 total). That is, they were bigger than most but not the industry's largest. I interpret this to mean that these vendors were either adding resources for a push to reach the industry top tier or have already decided they need to be part of something else. Notably, the firms that engaged in asset sales were much smaller: only IgnitionOne would have fallen within the top thirty and their deal might be considered more of an acquisition, since Zeta Global is apparently still selling the product. Careful readers will have already noticed that this chart includes one other deal: acquisition of Evergage by Salesforce,
announced on Monday. Evergage fits into the size range of the other deals and the sale can certainly be seen as an escape from the crowded campaign CDP space. But the purchase is otherwise atypical because Salesforce has stressed that they are primarily interested in Everage for real time interaction management and personalization. Of course, Salesforce is already far along in work on its own CDP, the Customer 360 Audiences component of Customer 360 Truth, which is due for general release around June. So this deal has little to do with Evergage as a CDP. It's about closing a gap elsewhere in the Salesforce product line, not a sudden acceleration of Salesforce’s entry into the CDP space. Posted by David Raab at 8:57 PM0 comments
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real time interaction management MONDAY, DECEMBER 30, 2019 EXPLAINING MARTECH TO A FIVE YEAR OLD One piece of paper stands between me and ending the year with a clean desk: a list scribbled on hotel stationery that compares different customer data systems to different types of motor vehicles. RichardScarry
meets CDP Institute , you might say. So, just in case your New Year’s plan includes explaining marketing technology to a five year old, here we go: * Data Warehouse = School Bus. The seats in a business are lined up in nice neat rows, designed to carry one type of cargo very efficiently. Similarly, a data warehouse is highly structured environment that is very efficient at dealing with specified data types. (See how this works?) * Data Lake = Moving Van. A moving van is a big box that can hold pretty much anything, although it might be jumbled together in no particular order. A data lake can store any type of data but doesn’t do much to organize it. * Integration Platform = Delivery Motorcycle. A motorcycle carries small items quickly from one place to another, but doesn’t have any place to store them. An integration platform moves bits of data between systems but doesn’t have its own storage, either. * Data Management Platform = Fire Truck. A fire truck is a highly specialized vehicle designed to moves very quickly and pour out huge volumes of water. A DMP is a highly specialized system that quickly moves huge volumes of data. * CRM System = Taxi. A taxi carries one person and their baggage directly to a specific destination. A CRM system delivers one customer and their history to a single sales person or call center agent. * Cloud Platform = Car Carrier. A car carrier is a frame that can hold many unconnected vehicles. A Cloud Platform supports many unrelated systems in the same rack. Believe it or not, my original list didn’t include an entry for Customer Data Platforms. So let’s give that a moment’s thought and go with…_Ice Cream Truck! _They make a lot of noise and everybody loves them. No, wait, better still..._Food Truck!_ A food truck collects ingredients from various sources, converts them into delicious meals, and distributes the results to many happy customers. A CDP combines customer data into profiles that it shares with different systems.You’re welcome.
Happy New Year!
Posted by David Raab at 3:38 PM0 comments
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marketing technology WEDNESDAY, DECEMBER 11, 2019 ACQUIA BUYS AGILONE CDP Acquia , which is moving past its roots in Web content management to become a multi-channel “digital experience platform” (DXP), took a big step in that direction today with a dealto buy
the AgilOne Customer Data Platform. The deal follows Acquia’s May 2019 purchase of open source marketing automation platform Mautic and September 2019 purchase of site building tool Cohesion . Acquia itself was purchased in September by Vista Equity Partners for $1 billion, which obviously supports their DXP strategy. The logic behind this deal is so clear that there’s little need for comment. While the exact meaning of DXP is a bit fuzzy, it surely involves coordinating and personalizing customer experiences across channels. This certainly requires the unified customer data that a CDP provides. Acquia’s heritage in Web content management doesn’t provide deep customer data unification experience, and neither does Mautic. AgilOne is a particularly good fit because it’s better than many CDPs at identity matching, including offline as well as online data. It also provides lots of connectors to source and delivery systems, as well as advanced machine learning for segmentation and predictions. Acquia and Mautic lacked those, too. AgilOne rebuilt its core technology fairly recently, giving it a highly flexible and scalable platform that should easily extend beyond the company’s current base in mid-tier retail. In particular, it will be able to serve Acquia’s clients, who tend to be very large companies with multiple Web multi-sites around the world. At the same time, AgilOne gives Acquia a stronger story in retail and other B2C markets where it has been less active. AgilOne will also gain by integrating with some of Mautic’s features, notably email and SMS delivery and complex customer journey management. And the deal gives AgilOne much deeper resources to fund growth than it had as an independent company. What, if anything, does the deal tell us about the larger CDP industry? I’d argue it mostly reinforces the trends I described inOctober
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of independent CDPs being purchased by companies that are not primarily marketing software vendors but need to add customer data capabilities. Nearly all major CDP purchases to date meet this description: Mastercard buying SessionM, Dun & Bradstreet buying Lattice Engines, Arm buying Treasure Data, and Informatica buying Allsight. The only partial exception is Salesforce buying Datorama, but CDP wasn’t the focus of that deal. None of the other companies trying to follow Acquia’s approach of expanding from Web content management to DXP has yet purchased a CDP. But they’ll all need CDP functions so don’t be surprised to see more deals along those lines. Put in a broader context, adding a CDP as a module inside a DXP is an example of CDP as a component within large marketing or even operational systems, something I refer to as “CDP Inside”. I expect that to be increasingly common and, thus, a potential home for independent CDP systems as the market matures, competition heats up, and the big marketing cloud vendors release their own products. Selling or merging to become part of a larger system is one escape path for the independent CDPs. Another path is to focus on specific industries or cost-sensitive segments where the big marketing clouds are at a disadvantage. I expect to see current CDP vendors take both approaches, even as new entrants continue to appear. The CDP market won't get any simpler but buyers should have increasingly clear choices, so buying a CDP may become a bit less complicated. Posted by David Raab at 9:18 PM0 comments
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Web content management SUNDAY, OCTOBER 27, 2019 WHAT HAPPENS WHEN EVERYONE HAS A CDP?October
22 was a landmark day for the CDP industry. We reported three significant announcements: * Mastercard bought CDP and loyalty vendor SessionM which will power Mastercard services for its merchant clients * Teradata launched its own CDP offering, Vantage CX, which will anchor Teradata’s marketing software productline
* Tealium partnered with marketing agency Wunderman Thompson,
which will use Tealium AudienceStream to manage customer data foragency clients.
Each announcement follows a string of similar previous developments. SESSIONM/MASTERCARD: most CDP acquisitions have been made by companies that are not primarily marketing software vendors. Arm (microprocessor technology) bought Treasure Data; Dun & Bradstreet (B2B data sales) bought Lattice Engines; Kabbage (small business finance) bought Radius; Anaplan (business planning) bought Mintigo; Informatica (data management) bought Allsight; Equifax (credit bureau) bought Datalicious. The exception that proves the rule is Salesforce’s purchase of Datorama, which it uses for marketing performance measurement, not as a CDP. I believe the reason for these deals is that the buyers want to offer services that depend on unified customer data, but find it’s easier and cheaper to buy the necessary technology than to develop it internally. Note that it's truly a build/buy choice: many of the buyers already have extensive customer data management operations, so they probably could have built the systems for themselves. They simply realized that buying was the better option. The implications of this are substantial. Competitors of the acquiring firms will feel pressure to offer similar services that help their clients deploy customer data. Such services can be important tools for retaining clients, since switching customer database providers is painful at best. For CDP vendors, these deals are a promising exit path from a crowded industry which will only become more competeitive (see below). For marketers, these deals mean their companies gain new options for access to a CDP. This is especially true for small and mid-size businesses that might lack the resources to buy and integrate a CDP on their own. TERADATA: major marketing software vendors have chosen to build their own CDPs rather than buying one. This list includes Salesforce, Adobe, Oracle, Microsoft, IBM, SAP (sort of) and SAS (although they don’t use the term). Their decisions to build their own CDPs are a bit perplexing, given that most have made many other acquisitions to fill gaps in their product lines. My best guess is they like to buy companies that give them a substantial position in a new market, and even the largest of the pure-play CDP vendors are too small to catch their fancy. It might also be that building a CDP looked simple to them, so they all decided there’s not much reason to purchase a CDP for technology alone. The time it has taken them to deliver proper CDPs suggests it may have been harder than they thought. The marketing software vendors’ delay in delivering CDPs has given other vendors opportunities that might not have existed had the marketing software companies moved more quickly. But with the marketing software vendors products now finally reaching the market, that era is ending. This will make life more difficult for the independent CDP vendors. I still expect many of the independents will survive by developing systems tailored to particular industries, regions, or client sizes. WUNDERMAN THOMPSON: many ad agencies have decided to partner with a CDP vendor rather than purchasing one outright. The analysis gets a little confusing here because the big ad holding companies have been purchasing data-based marketing agencies: Dentsu bought Merkle, IPG bought Acxiom, Publicis bought Epsilon. But those agencies have themselves generally resold marketing technology rather than building or buying their own. This is probably a good choice: although they have considerable skill working with customer data, they have limited software development capacity. So it makes more sense for them to rent technology from others. Assuming they continue to work with other vendors' technologies, the agencies represent a market for CDP vendors that won’t go away. If anything, it’s likely to grow as more agencies offer customer data-based services. But agencies have special needs and are often very cost-sensitive. So only a handful of CDP vendors are likely toget much benefit.
THESE THREE LINES OF DEVELOPMENT ALL POINT IN THE SAME DIRECTION. The path leads to a world where unified, sharable customer data is available to nearly every organization: that is, a world where every company has a CDP. Nirvana, you say? Yes, possibly, for CDP users. But remember that CDP might be a stand-alone system, part of a marketing software suite, embedded in operational systems, or provided as part of an agency’s service. So it's not necessarily great news for CDP sellers. The broad availability of CDP functions affects users in other ways. When CDP functionality was available only from specialist vendors, the choice of a CDP was based on finding the best system (or, more precisely, the system that best fit each buyer’s particular requirements). But when CDPs are baked into larger software and service offerings, the quality of the embedded CDP is one of many considerations in selecting a vendor. In fact, the CDP itself may be invisible, as buyers base their choice on which vendor can best meet their business needs. If the potential vendor can meet those needs, its CDP must be adequate. If the potential vendor isn’t a good fit, it really doesn’t matter whether the fault lies with their CDP or some other component. Note that there will be exceptions to this new rule. Large enterprises are likely to assemble their own collection of best-of-breed components, including a stand-alone CDP to integrate data from disparate sources. Mid-size firms who don't want to commit to one comprehensive marketing suite may prefer broad-scope CDPs that combine centralized data, analytic and personalization functions while integrating with external delivery systems. What doesn’t change are the needs for users to define their requirements, to accurately assess which vendors will meet them, and to deploy their choice effectively. These tasks are closely related: you can’t define requirements, assess alternatives, or deploy effectively without understanding what the CDP needs to do. So education and training of CDP users will remain important regardless of how CDPs are purchased or delivered. Another way to look at it is this: CDP has been cruising through the Gartner Hype Cycle for the past four years. Each hype cycle stage implies a common customer question*. Here's what we’ve seen forCDP:
* at the start, when the technology is unfamiliar, the question was:What’s a CDP?
* during the peak of inflated expectations, people had some understanding of the concept, so their question became: Do I need aCDP?
* as CDP enters the final stages of disillusionment, enlightenment, and productivity, people accept that they probably need a CDP and ask the next logical question: How do I best use my CDP? Of course, different markets and individual users are at different stages in their own CDP journey, so we still get all three questions. But it’s clear that the third question – often phrased in requests for use cases, best practices, and maturity models – is becoming the most important. I’ve no doubt that the industry will provide moreanswers.
____________________________________________________________________________ *This is my interpretation, not Gartner’s. Posted by David Raab at 4:35 PM0 comments
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ABOUT ME
* David Raab
David Raab is consultant in marketing technology evaluation and analytics. He is Principal at Raab Associates Inc. and founder of the Customer Data Platform Institute . Mr. Raab has written hundreds of articles for industry publications. Many of these are available without charge at www.archive.raabassociatesinc.com Mr. Raab can be reached at draab@raabassociates.com. View my complete profileDetails
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