customer data platform

Look-Alike Modeling: The B2B Marketer’s Secret Weapon – B2B Marketing Article

It’s 2020 — are you excited about building your next target accounts list?  Probably not.  It’s true you want to expand your current list of accounts, but you’re likely not looking forward to going through the slow, manual process of finding and handpicking who to target.  Unfortunately, this is the sad truth for too many B2B companies, but this year doesn’t have to be the same for your company.  What if there’s a way to overcome the overwhelmingly tedious task…

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Retailers leverage customer data to drive personalized experiences – Marketing Article

30-second summary: Slightly more retailers with centralized customer data are satisfied with their arrangement, compared to those with decentralized data, according to a new report from customer data platform (CDP) Arm Treasure Data and others. But about three-quarters of the respondents expect to get a centralized CDP or already have one. Additionally, the report said, retailers are actively mining their various sources of customer data in order to tailor a more personalized customer experience. More companies are satisfied with centralized…

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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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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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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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Sales and Marketing Ops: The Key to Alignment in a Data-Obsessed World – B2B Marketing Article

Aligning Sales and Marketing has always been a major challenge for B2B companies. Overall, industry surveys show that B2B marketers understand their primary goal is to support Sales’ objectives. But misalignment still occurs due to a whole range of factors. For example, there are vast organizational and operational differences between most Sales and Marketing teams, which are often compounded by the use of disparate, unintegrated technologies. But perhaps the most critical point of misalignment occurs around data. Too often, Sales and Marketing…

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