David Raab
David Raab
David Raab is a consultant specializing in marketing technology and analysis. Clients have included major firms in financial services, retail, communications, and other industries. His B2B Marketing Automation Vendor Selection Tool provides detailed information and guidance to buyers of marketing systems. Mr. Raab has written hundreds of articles for DM Review, DM News and other industry publications. Many of these are available without charge at www.archive.raabassociatesinc.com.
System Selection Isn’t About Features Anymore
Finding the right system today is less about finding features and more about architectural and organizational fit. The buying process needs to adjust.
What Comes After the Composable CDP?
For a bunch of smart people, the technology community can be awfully slow learners. One mistake they keep repeating is believing that the...
Fitting Agents into the Sales and Marketing Mix
Much has been written recently about how marketing and sales processes change when human buyers and sellers are replaced by buyer and seller agents:...
Let’s Debate CDP Functions, Not Definitions
What’s the definition of a CDP? It's a bad question because it diverts attention from what really matters: What capabilities do CDP users need?...
Why Agentic Campaigns Are Not The Future of Marketing
My last post, presenting ChatGPT’s description of AI-based marketing, generated thought-provoking comments on LinkedIn. Key insights included: Organization issues as roadblocks to successful deployment (Chris Adelman...
What would an AI-native marketing process look like? ChatGPT’s answer is better than I expected
If you look at recent vendor announcements, it seems that the cutting edge in applying AI to marketing is 'end to end' campaign generation,...
AI Search Opens New Opportunities
The past few weeks has seen a flurry – more of a blizzard, really – of announcements from Search Engine Optimization companies that have...
Testing the STIB Innovation Diffusion Model
The Substitution-Transformation-Infrastructure-Business Model (STIB) innovation diffusion model I presented in my last blog post is intriguing, but does...
Future Trends in AI-Based Customer Management: Lessons from Machine Tool Motors
As someone who has spent his career tracking new technologies, I’ve long been fascinated by how those technologies spread over time. The standard...
State of Martech Report: Customer Data Platforms Are Evolving, Not Dying
Scott Brinker’s State of Martech report has grown from a one-page logo jigsaw to a small industry, co-authored with MartechTribe’s Frans Riemersma and apparently produced by...
Rokt Buys mParticle
mParticle announced yesterday it is being acquired by ecommerce offer personalization vendor Rokt for $300 million. It’s the third acquisition of a leading CDP in a...
Uniphore Buys ActionIQ: What We Can Learn
Acquisitions of, or by, major CDP vendors have been vanishingly rare in recent years. So news that ActionIQ had been purchased by...
Composable CDP is Dead
Composable CDP is Dead. Sure, it’s a clickbait headline. But how else to gain attention on a topic that’s over-saturated with hype? Of...
Filling the Gaps for a Composable CDP
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...
CDP Success Depends on More than Marketers
The CDP Institute runs periodic roundtables where our members discuss industry issues. We had one earlier this week on the topic of helping...
CDP Overview: How We Got Here, Where We’re Going, and What Could Get in the Way
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...
Composable vs Packaged CDP: How Can We Help?
“Composable CDP” has been consuming much attention at CDP Institute as we wrestle with how best to help buyers who are considering it as...
Does CDP Need a New Definition?
The earliest Customer Data Platform systems were introduced before 2010; the term CDP was coined to describe this emerging class in 2013. My...
Do Self-Service Systems Really Lead to Better Results? Our Member Survey Offers Surprising Answers to Industry Questions
The CDP Institute just published its annual Member Survey, which is always a treasure chest of interesting data. I’ve already published my primary...
Unleashing the Power of Customer Data Platforms (CDPs) and AI: A Game-Changer for Modern Marketing
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…