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.
Martech Vendors Can’t Avoid Ad Audience Battles
It’s been said that sports are soap operas for men. You can see business news the same way: a drama with heroes, villains, intertwining...
Here’s Why Airlines Treat Customers Poorly
Last week’s passenger-dragging incident at United Airlines left many marketers (and other humans) aghast that any company could purposely assault its own customer. As...
Monetate Adds Machine-Learning Based Real Time Ecommerce Personalization
Monetate is one of the oldest and largest Web testing and personalization vendors, founded in 2008 and now serving more than 350 brands. Its...
Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No.
Like many people in the marketing technology industry, I was tickled in 2011 when Gartner predicted that CMOs would soon have bigger tech budgets...
Wondering How Customer Data Platforms Relate to Other Marketing Systems? Here’s a Picture
I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. My immediate answer was “Some CDPs are...
Is MarTech Is Too Important To Leave To The Marketers?
I’m still pondering the relationship between marketing and IT: what it is, will be, and should be. A few new ingredients have kept the...
Forecast: Self-Assembling Application Bundles Will Manage Customer Experience
I recently described a Deloitte paper on technology trends, focusing on their descriptions of IT management methods. The paper also covered broader trends including:Unstructured...
CrossEngage Orchestrates Customer Journeys Using Events
It feels like forever since I first wrote about Journey Orchestration Engines (JOEs), although it is just one year. Orchestration was already a hot...
Should Customer Data Platforms Be “Marketer-Controlled”?
Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it...
Corporate IT Will Regain Control Over Marketing Technology (And That’s Okay)
One of my favorite factoids comes from a Computerworld survey in which IT managers placed marketing technologies at 20th of 28 items on their...
CaliberMind Offers B2B Orchestration with a Twist
I spent quite a bit of time debating with myself how to classify CaliberMind. But instead of presenting my conclusion and defending it, I’ll...
Why MarTech Fails: A Data Driven Answer
I’ve sensed a certain weariness in recent discussions of marketing technology, as marketers realize their business problems remain even after massive investments in new...
Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns
It wasn’t until the end of a long demonstration that I finally understood what Zaius is. Which is pretty ironic, since they’re an almost...
Lead Genius Adds a Dash of Artificial Intelligence to Account Based Marketing
You may have noticed that I’m writing a little less about artificial intelligence than I had been. It may be that Skynet has imprisoned...
Quaero AdVantage CDP Bridges Identified and Anonymous Data
It’s a common pattern: several vendors proudly roll out new products they developed in secret, only to find they’re all very similar. The amazing...
Customer Data Platform Industry Profile: A Look Inside the Numbers
My snarky twin at the Customer Data Platform Institute just published a new report on the CDP industry. Since few industry vendors release financial...
Optimove Optibot Automates Campaign Optimization
I finally caught up with Optimove for a briefing on the Optibot technology they introduced last September. For a bit of background, Optimove is...
Boxever Puts Airline Data in Context for Better Passenger Experience
Everyone loves a good origin story* and Boxever has a classic: the company started as system to recommend add-on purchases on airline booking sites...
The World May Be Ending But, If Not: 3 Tips To Be a Better Marketer in 2017
About eighteen months ago I started presenting a scenario of a woman named Jane riding in a self-driving car, unaware that her smart devices...
BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View
BlueVenn has only been active in the U.S. market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.*...