Filling the Gaps for a Composable CDP
Customer Experience Matrix
by David Raab
2w ago
Back in February, I mentioned that CDP Institute had published a Composable CDP Self-Assessment Tool that asks people what gaps they must fill to convert their current systems into the functional equivalent of a CDP. I recently checked how many responses we’ve received, and was disappointed that there were just fourteen. Obviously this isn’t enough to draw statistically meaningful conclusions, especially when you bear in mind that the audience of CDP Institute members can’t be considered representative of the industry as a whole. But I summarized the answers anyway to see what rough patterns m ..read more
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CDP Success Depends on More than Marketers
Customer Experience Matrix
by David Raab
3w ago
The CDP Institute runs periodic roundtables where our members discuss industry issues.  We had one earlier this week on the topic of helping companies make use of an existing CDP.  We chose that topic because we frequently hear that many users don’t know what to do with a CDP after it’s built. The initial discussion followed the more or less expected path towards solutions such as developing change champions and publicizing success stories to encourage CDP use.  Participants stressed the need for organizational change to allow applications that the CDP makes possible.  Th ..read more
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CDP Overview: How We Got Here, Where We're Going, and What Could Get in the Way
Customer Experience Matrix
by David Raab
1M ago
Has anyone asked you recently about the past, present, and future of Customer Data Platforms?  No?  That's odd; people ask me those questions all the time.  Here are my current answers.  It’s eleven years since the term “customer data platform” appeared in 2013.  What stages has it gone through over that time?   The first stage was just to recognize that CDP was a separate category of software.  What was new about CDP was that it was packaged software that was building a customer database.  Before then, customer databases were custom projects, like a d ..read more
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Send in the Clouds: Martech Moves to Cloud Platforms
Customer Experience Matrix
by David Raab
1M ago
Last weekend brought the intriguing rumor that Salesforce is in late stage talks to acquire data integration vendor Informatica.   This followed the previous week’s rumor that Google-parent Alphabet is consideringan offer for Salesforce-competitor HubSpot, and came the same week as a slew of partnership announcements tied to Snowflake’s Marketing Data Cloud Forum. You don’t need a crazy wall to see how these events are connected.  Cloud database vendors including Google and Snowflake are expanding into marketing applications.  This poses an obvious threat to customer clou ..read more
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Composable vs Packaged CDP: How Can We Help?
Customer Experience Matrix
by David Raab
3M ago
“Composable CDP” has been consuming much attention at CDP Institute as we wrestle with how best to help buyers who are considering it as an option.  The Institute published a Composable CDP Self-Assessment tool a few weeks ago, which gives a checklist of the functions required to replicate the profile-building capabilities of a standard CDP.  This was intended as the centerpiece of our Composable CDP Knowledge Hub but has attracted fewer users than expected.   The explanation I find most plausible is that few people can answer the Self-Assessment’s detailed questions about ..read more
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Does CDP Need a New Definition?
Customer Experience Matrix
by David Raab
7M ago
The earliest Customer Data Platform systems were introduced before 2010; the term CDP was coined to describe this emerging class in 2013. My definition had changed very little when we launched the CDP Institute in 2016, and has been the same ever since: “packaged software that builds a unified, persistent customer database accessible to other systems”. The Institute added the RealCDP checklist* in 2019 to attach more specifics to the definition in the hopes of helping buyers ensure a system that called itself a CDP could actually support the use cases they expected a CDP to support. By then, i ..read more
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Do Self-Service Systems Really Lead to Better Results? Our Member Survey Offers Surprising Answers to Industry Questions
Customer Experience Matrix
by David Raab
9M ago
The CDP Institute just published its annual Member Survey, which is always a treasure chest of interesting data. I’ve already published my primary analysis on the Institute site (you can download it here) but wanted to call out a number of findings that either contradict or confirm martech industry conventional wisdom. After all, nothing’s more fun than tweaking the nose of authority. Data unification is growing: false. Most of us have a deep-rooted confidence in progress, at least when it comes to technology (human nature is another matter). The need for unified customer data has now been so ..read more
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Unleashing the Power of Customer Data Platforms (CDPs) and AI: A Game-Changer for Modern Marketing
Customer Experience Matrix
by David Raab
9M ago
For some unknown reason, my last three presentations all started as headlines (two created by someone else) which I then then wrote a speech to match. This isn’t my usual way of working. It does add a little suspense to the writing process – can I develop an argument to match the title? It also dawns on me that this is the way generative AI works: start with a prompt and create a supporting text. That’s an unsettling thought: are humans now imitating AI instead of the other way around? Or have I already been replaced by an AI but just don’t realize it? How would I even know? The latest in this ..read more
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Chat-Based Development Changes the Build vs Buy Equation
Customer Experience Matrix
by David Raab
1y ago
The size of most markets is governed by a combination of supply and demand. Typically one or the other is limited: while there may be a bottomless appetite for chocolate, there is only so much cocoa in the world; conversely, while there is a near-infinite supply of Internet content, there are only so many hours available to consume it. The marketing technology industry has been a rare exception with few constraints on either factor. The supply of new products has grown as software-as-a-service, cloud platforms, low-code development tools, and other technical changes reduce development cost to ..read more
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Let's Stop Confusing LEGO Blocks with Computer Software
Customer Experience Matrix
by David Raab
1y ago
Can we retire Lego blocks as an analogy for API connections?  Apart from being a cliché that’s as old as the hills and tired as a worn-out shoe, it gives a false impression of how easy such connections are to make and manage.   Very simply, all Lego block connectors are exactly the same, while API connections can vary greatly.  This means that while you can plug any Lego block into any other Lego block and know it will work correctly, you have to look very carefully at each API connector to see what data and functions it supports, and how these align with your particular r ..read more
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