David Raab

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 ...

Adobe Adds Experience Cloud Profile: Why It’s Good News for Customer Data Platforms

"A CDP by any other name still stores unified customer data." Adobe on Tuesday announced the Experience Cloud Profile, which it described as a “complete, real-time view of customers” including data from outside of Adobe Cloud systems. The announcemen...

Salesforce Buys MuleSoft and Offers It as a Data Unification Solutions

The Customer Data Platform industry is doing very well, thank you, with new reports out recently from both Gartner  and Forrester  and the CDP Institute launching its European branch.  But the great question hovering over the industry ha...

Picking the Right First Project for Your Customer Data Platform

For the past year, the most common question about Customer Data Platforms has been how they differ from Data Management Platforms. Recently that seems to have changed.  Today, the question everyone seems to be asking is what project they should pi...

State of Customer Data Platforms in Europe

The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg. We’ve seen considerable CDP activity in Europe – nearly one quarter of the CDPs in the Institu...

Will CDP Buyers Consider Private Clouds as On-Premise Deployment?

Most Customer Data Platforms are Software as a Service products, meaning they run on servers managed by the vendor. But some clients prefer to keep their data in-house. So before releasing the CDP Vendor Comparison report – now available here – I added a line…

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. ...

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