Composable vs Packaged CDP: How Can We Help?
Customer Experience Matrix
by David Raab
1M 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
5M 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
6M 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
7M 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
10M 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
11M 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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Will ChatGPT Destroy Martech?
Customer Experience Matrix
by David Raab
11M ago
Like everyone else, I’ve been pondering what generative AI means for martech, marketing, and the world in general.  My crystal ball is no clearer than yours but I’ll share my thoughts anyway. Let’s start by looking how past technology changes have played out.  My template is the transition from steam to electric power in factories.  This happened in stages: first, the new technology was used in exactly the same way as the old technology (in factories, this meant powering the shafts and belts that previously were powered by waterwheels or steam engines).  Then, the devices ..read more
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Game of Thrones Meets Big Bang Theory: Welcome to CDP Industry's Next Phase
Customer Experience Matrix
by David Raab
2y ago
The CDP Institute just published its latest Industry Update, our semi-annual overview of CDP vendors with data on employment, funding, locations, and more. (Download here.)  There were three pieces of information that stood out: Only four new vendors were added, compared with an average of fifteen in past reports. four companies reported funding rounds over $100 million, compared with one round that size across all past reports nearly all employment growth (85%) came from previously listed vendors, compared with just 36% in past reports Of course, it makes sense that most growth w ..read more
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Build vs Buy in a Nutshell
Customer Experience Matrix
by David Raab
2y ago
  ..read more
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Where Do Low-Code and No-Code Fit in the Build vs Buy Debate?
Customer Experience Matrix
by David Raab
2y ago
I thought it might be my imagination, but Google Trends confirms that “build vs buy” really is coming up more often these days that it had in recent years.  This surprises me, since I had thought that debate was over. It seemed that most organizations had accepted the default position of buying when possible and building only when necessary. In the world of customer data management, I’d say the reason for the new interest in building systems is that corporate IT is more involved than before. Remember the growth in marketing and sales technologies was due mostly to the fact that marketin ..read more
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