CDP

Explaining Martech to a Five Year Old – B2B Marketing Article

One piece of paper stands between me and ending the year with a clean desk: a list scribbled on hotel stationery that compares different customer data systems to different types of motor vehicles. Richard Scarry  meets CDP Institute, you might say. So, just in case your New Year’s plan includes explaining marketing technology to a five year old, here we go: Data Warehouse = School Bus. The seats in a business are lined up in nice neat rows, designed to…

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Future trends in customer data platforms – Econsultancy – Marketing Article

This briefing on future trends in customer data platforms reproduces content from Econsultancy’s CDP Best Practice Guide. Organising large amounts of customer data is becoming a huge challenge for marketers who want a ‘360 degree view’ of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. Econsultancy’s CDP Best Practice Guide explains what CDPs are, what they can…

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What’s the Difference Between a CDP and a CRM? – B2B Marketing Article

You need an efficient way to manage your customer data. Your CRM and DMP platforms are serving their purpose, but just don’t seem to deliver the results your company desires.  So you do some research and come across a new acronym — CDP (customer data platform). It sounds a lot like a CRM; it manages data on your customers and prospects. However, as you’ll soon learn, it can do a whole lot more. Let’s take a look at the key…

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It’s CDP Time for Marketing Cloud Vendors – B2B Marketing Article

Adobe, Salesforce and Oracle all made announcements regarding Customer Data Platform products this week. None are world-changing: Salesforce described a planned extension of Customer 360; Abobe announced triggered journey campaigns that draw on its “real time CDP”, and Oracle described CDP services from systems integrators.  But the fact that all three vendors are addressing the topic raises some interesting questions. Why does this matter to technology and marketing professionals? Customer Data Platforms have been a hot topic for the past…

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Do Customer Data Platforms Need Real-Time Processing? – B2B Marketing Article

Is real-time processing a requirement for a Customer Data Platform? It’s a deceptively simple question that can’t be answered without resolving two additional questions: What do we mean by real-time processing? How do we decide what is and isn’t a requirement? Let’s tackle the definition of real time first. There are at least four different flavors of real time processing that relate to CDPs. Real-time updates. This means that new data flows into the CDP and is added to the…

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Build or Buy Your B2B Customer Data Platform? – Marketing Article

Looking to reduce your total cost of ownership and accelerate time-to-market? Don’t build a customer data platform from scratch for data management and integration — buy one and build an innovative solution that drive competitive differentiation. “Organizations investing too much in building or customizing systems of record have less funding available for differentiating applications.” This statement from Gartner has proven all too correct for many business struggling to create their own customized B2B data collection and distribution systems from scratch.…

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