David Raab

Oracle CX Unity Looks Like a Real Customer Data Platform

I finally caught up with Oracle for a briefing on the CX Unity product they announced in October. Although it was clear at the time that CX Unity offered some version of unified customer data, it was hard to understand exactly what was being delivered...

Purpose-Driven Marketing Comes to Town

The Association of National Advertisers (ANA) last week announced creation of a “Center for Brand Purpose” that will help companies publicize their social purpose. Confirming the worst stereotypes of marketers as cynical hucksters, the press release promotes its mission with the argument that “purpose-led brands grow two to three times faster than their competitors.”

Why Are There So Many Types of Customer Data Platforms? It’s Complicated.

I spend much of my time these days trying to explain Customer Data Platforms to people who suspect a CDP could help them but lack clear understanding of exactly what a CDP can do. At the end of our encounter they’re often frustrated: a simple definitio...

How to Build a CDP RFP Generator

Recent discussions with Customer Data Platform buyers and vendors have repeatedly circled around a small set of questions:what are the use cases for CDP? (This really means, when should you use a CDP and when should you use something else?) what are t...

Salesforce Customer 360 Solution to Share Data Without a Shared Database

Salesforce has sipped the Kool-Aid: it led off the Dreamforce conference today with news of Customer 360, which aims to “help companies move beyond an app- or department-specific view of each customer by making it easier to create a single, holistic c...

Adobe, Microsoft and SAP Announce Open Data Initiative: It’s CDP Turf But No Immediate...

One of the more jarring aspects in Adobe’s briefing last week about its Marketo acquisition* were several statements that suggested Marketo and Adobe’s other products were going to access shared customer data. This would be the Experience Cloud Profi...

Customer Data Platforms vs Master Data Management: How They Differ

My wanderings through the Customer Data Platform landscape have increasingly led towards the adjacent realm of Master Data Management (MDM). Many people are starting to ask whether they’re really the same thing or could at least be used for some of t...

Third Party Data Is Not Dead Yet

Third party data is not dead yet.It was supposed to be. The culprit was to be the EU’s General Data Protection Regulation, which would cut off the flow of personal data to third party brokers and, even more devastatingly, prevent marketers from buying...

BadTech Is the Next New Thing

Forget about Martech, Adtech, or even Madtech. The next big thing is BadTech.I’m referring to is the backlash against big tech firms – Google, Amazon, Apple, and above all Facebook – that have relentlessly expanded their influence on everyday life. Un...

CDP Myths vs Realities

A few weeks ago, I critiqued several articles that attacked “myths” about Customer Data Platforms. But, on reflection, those authors had it right: it’s important to address misunderstandings that have grown as the category gains exposure. So here's my...

Arm Ltd. Buys Treasure Data CDP

Customer Data Platform vendor Treasure Data today confirmed earlier reports that it is being purchased by Arm Limited, which licenses semi-conductor technologies and is itself a subsidiary of the giant tech holding company SoftBank. The price was not a...

Salesforce Buys Datorama Customer Data Platform: It’s Complicated

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...

Get Ready for CDP Horror Stories as Customer Data Platforms Enter the Trough of...

It’s nearly a year since Gartner placed Customer Data Platforms at the top of its “hype cycle” for digital marketing technologies. The hype cycle shouldn’t be taken too literally but it does capture the growing interest in CDPs and reminds us to expec...

Interpublic Group is Buying Acxiom Marketing Services for $2.3 Billion. Here’s Why.

Yesterday brought news that Acxiom had agreed to sell its marketing services business to Interpublic Group, a major ad holding company, for $2.3 billion. Acxiom will retain LiveRamp and do business under that name. Acxiom had restructured itself in Mar...

Is the Bloom off the Blockchain Tulip?

Blockchain is the sort of cool technology that should excite me, but for some reason it does not. Part of my resistance is the whiff of humbug that accompanies so many blockchain-based ventures, whose founders often seem more excited about their Initi...

Adobe’s Magento Deal Makes Great Sense

Adobe yesterday announced its purchase of the Magento Commerce platform, a widely used ecommerce system, for a cool $1.68 billion.That Adobe would purchase an ecommerce system was the least surprising thing about the deal: it fills an obvious gap in th...

Will GDPR Burst the Martech Bubble?

Some people have feared (or hoped) that the European Unions’ General Data Protection Regulation would force major change in the the marketing and advertising ecosystems by shutting off vital data flows. I’ve generally been more sanguine, suspecting th...

Facebook, Privacy, and the Future of Personalization

Readers of this blog and the CDP Institute newsletter know that I’ve been fussing for years about privacy-related issues with Facebook, Google, and others. With the issue now attracting much broader public attention, I’ve backed off my own coverage. I...

What I Learned at the Customer Data Platform Workshop

I ran a four hour workshop on Customer Data Platforms this week at the MarTech Conference in San Diego.* The attendees were a mix of marketers and technologists from brands, agencies, and vendor companies. We had surveyed them in advance and found, not...

Building Trust Requires Innovation

Trust has been chasing me like a hungry mosquito. It seems that everyone has suddenly decided that creating trust is the key to success, whether it’s in the context of data sharing, artificial intelligence, or customer retention. Of course, I reached ...

New Posts