David Raab

Informatica Buys AllSight and What It Means for the CDP Industry

Informatica announced last week that has purchased AllSight, a Toronto-based Customer Data Platorm vendor. This is interesting on several levels:A CDP vendor is being bought by an established enterprise data management firm. This is a normal event in...

Stride Offers a Next-Generation Customer Data Platform

It seems a bit soon to wax nostalgic about the good old days of the Customer Data Platform industry. But the industry has become so bewilderingly diverse in recent years that it is tempting to recall simpler times when all a new product needed to promi...

European CDP Market Is Still Behind the U.S.

I returned earlier this week from a sequence of workshops, speeches, and meetings in Europe, all focused on Customer Data Platforms. Here are some observations:- The European CDP market is indeed behind the U.S. My own conversations are with people wh...

What’s Different About European CDPs?

For reasons that made sense at the time, I recently interviewed myself about the CDP Institute's latest review of Europe-based CDP vendors.  Here's how that went.What do you think potential CDP buyers would find the most interesting stats from thi...

Consumers Aren’t As Into Personalization As You Think, and Other Survey Results

I review a lot of surveys -- easily a dozen each week.  Mostly they go into a big file which I mine occasionally for helpful factoids to spice up a paper or presentation.  Sometimes I take a more thorough tour to look at some bigger issues.&n...

2018 Was a Great Year for Customer Data Platforms

The CDP industry had a great 2018, growing by 60% and reaching $740 million revenue, according to the CDP Institute’s just-released Industry Update (click here to download). The industry added 29 vendors and 2,653 employees, slightly more than the 26 v...

What’s Next for the CDP Industry?

It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion ...

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...

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