David Raab

How Customer Data Platforms Help with Marketing Performance Measurement

John Wanamaker, patron saint of marketing measurement. If you’ve been following my slow progress towards a set of screening questions for Customer Data Platforms, you may recall that “incremental attribution” was on the list. The original reason was ...

Will GDPR Hurt Customer Data Platforms and the Marketers Who Use Them?

Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data. This has been a boon for Customer Data Platform vendors, who have been a...

Celebrus CDP Offers In-Memory Profiles

It’s almost ten years to the day since I first wrote about Celebrus, which then called itself speed-trap (a term that presumably has fewer negative connotations in the U.K. than the U.S.). Back then, they were an easy-to-deploy Web site script that cap...

Collapse of Civilization Makes Marketers’ Jobs Harder

Political situations come and go but trust is the foundation of civilization itself. So I was genuinely shaken to see a report from the Edelman PR agency that trust in U.S. institutions fell last year by a huge margin – 17% for the general public…

Simple Questions to Screen Customer Data Platform Vendors

I’ve been working for months to find a way to help marketers understand the differences between Customer Data Platform vendors. After several trial balloons and with considerable help from industry friends, I recently published a set of criteria that ...

The Light Bulbs Have Ears: Why Listening Is Voice-Activated Devices’ Most Important Skill

If one picture’s worth a thousand words, why is everyone rushing to replace graphical interfaces with voice-activated systems?The question has an answer, which we’ll get to below. But even though the phrasing is a bit silly, it truly is worth asking. ...

What’s Next for Customer Data Platforms? New Report Offers Some Clues.

The Customer Data Platform Institute released its semi-annual Industry Update today. (Download it here).  It’s the third edition of this report, which means we now can look at trends over time. The two dozen vendors in the original report have grown ab...

Surprising Results in Customer Data Platform Survey

The Customer Data Platform Institute (CDPI) recently surveyed its members about their customer-facing systems and CDP deployment plans.  (Click here to download the full report.)  While CDP Institute members are obviously not typical marketers (being smarter, richer, and better looking), the answers still provide...

Here’s a Game to Illustrate Strategic Planning

My wife is working on a Ph.D. in education and recently took a course on strategic planning for academic institutions. Her final project included creating a game to help illustrate the course lessons. What she came up with struck me as applicable to planning...

2017 Retrospective: Things I Didn’t Predict

It’s the time of year when people make predictions. It’s not my favorite exercise: the best prediction is always that things will continue as they are, but what’s really interesting is change – and significant change is inherently unpredictable. (See Nassim Nicholas Taleb'sThe Black...

Do Customer Data Platforms Need Identity Matching? The Answer May Surprise You.

I spend a lot of time with vendors trying to decide whether they are, or should be, a Customer Data Platform. I also spend a lot of time with marketers trying to decide which CDPs might be right for them. One topic that’s common...

TrenDemon and Adinton Offer Attribution Options

I wrote a couple weeks ago about the importance of attribution as a guide for artificial intelligence-driven marketing. One implication was I should pay more attention to attribution systems. Here’s a quick look at two products that tackle different parts of the attribution problem:...

Flytxt Offers Broad and Deep Customer Management

Some of the most impressive marketing systems I’ve seen have been developed for mobile phone marketing, especially for companies that sell prepaid phones.  I don’t know why: probably some combination of intense competition, easy switching when customers have no subscription, location as a clear...

When to Use a Proof of Concept in Marketing Software Selection — And When...

“I used to hate POCs (Proof of Concepts) but now I love them,” a Customer Data Platform vendor told me recently. “We do POCs all the time,” another said when I raised the possibility on behalf of a client.Two comments could be a coincidence. ...

Wizaly Offers a New Option for Algorithmic Attribution

Wizaly is a relatively new entrant in the field of algorithmic revenue attribution – a function that will be essential for guiding artificial-intelligence-driven marketing of the future. Let’s take a look at what they do.First a bit of background: Wizaly is a spin-off of...

Attribution Will Be Critical for AI-Based Marketing Success

I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week. Most of the content followed the arguments I made here a couple of weeks ago, about the challenges of coordinating multiple specialist AI systems. But prepping for the conference led...

Customer Data Platforms Spread Their Wings

I escaped from my cave this week to present at two conferences: the first-ever “Customer Data Platform Summit” hosted by AgilOne in Los Angeles, preceding Shop.org, and the Technology for Marketing conference in London, where BlueVenn sponsored me. I listened as much as could...

Vizury Combines Web Page Personalization with a Customer Data Platform

One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors.It’s true that variety causes confusion for buyers. The CDP Institute is working to ease that pain, most recently with a blog discussion you’re welcome to join here. ...

B2B Marketers Are Buying Customer Data Platforms. Here’s Why.

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers.  The topic is more intriguing than it sounds because it raises the dual questions of  why CDPs haven’t previously been used much by B2B SaaS companies and what's changed. ...

Self-Driving Marketing Campaigns: Possible But Not Easy

A recent Forrester study found that most marketers expect artificial intelligence to take over the more routine parts of their jobs, allowing them to focus on creative and strategic work. That’s been my attitude as well. More precisely, I see AI enabling marketers to provide...

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