Customer Data Platforms

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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What’s Next for the Customer Data Platform Industry? – B2B Marketing Article

Customer success platform Gainsight recently released a Customer Data Platform module for its system. This followed Freshworks’ acquisition of Natero, another customer success platform that builds a unified customer database. Totango, another customer success platform, also positions itself as CDP.  There’s nothing questionable about these claims.  Customer success platforms were among the earliest classes of systems identified as CDPs. Like predictive modeling systems, they originally built a unified database to support their primary application and later recognized that the database…

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What’s Missing from Salesforce Customer Data Platform? – Marketing Article

After Salesforce denounced the need and longevity of the customer data platform , they’re announcing one of their own. The claim is that there is a need for “Enterprise-grade CDP” – one platform to rule them all. By defining their vision, Salesforce does in many ways help clarify where CDPs fit in the tech stack, and how they could be used to ultimately create compelling customer experiences for consumers. Customer Data Platforms may be the technology category with the most…

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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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