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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Q&A with Tealium: Data regulations and the consumer experience – Mobile Marketing Article

30-second summary: Brands need to rebuild trust. In the wake of recent data scandals, consumers now expect to know exactly why their data is needed and what it’s going to be used for.  Legal codifications (like GDPR and CCPA) are an essential part of this process.  Shifting the balance of power from brands back to consumers will be a positive in the long run. Compliance may be tough, given the siloed data management practices present in many businesses.  It’s important…

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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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The Algorithm Of Me · Forrester – B2B Marketing Article

Featuring: Fatemeh Khatibloo, Principal Analyst Show notes: While we live in the age of the empowered customer, algorithms still hold sway over what we see, who we interact with, what apps we download, and even how we feel. Fed by an array of data sources, algorithms make inferences about who we are and what we like — but those inferences aren’t always accurate and result in a heavily filtered digital experience.  As our digital identities evolve, the concept of zero party data — data shared explicitly and intentionally by consumers — comes to the fore. What if you decided what your view of…

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