Last week’s MarTech Conference in San Francisco came and went in the usual blur of excellent presentations, interesting vendors, and private conversations. I’m sure each attendee had their own experience based on their particular interests. The two themes that appeared the most in my own world were:
- data activation. This reflects recognition that customer data delivers most of its value when it is used to personalize customer treatments.
“On the Internet, no one knows you’re a dog” said the famous New Yorker cartoon, back when it seemed that online interactions were inherently anonymous. Today, of course, the Internet knows not just that you’re a dog, but what breed you are, what you ate for breakfast, and when you were neutered. In retrospect, the funniest thing about that New Yorker cartoon is its view of a world that quickly changed. Data managers are still grappling with this change.
Lytics describes why you need a CDP, how CDP differs from other solutions, and what to look for when buying a CDP. Download now . Last month’s posts on Customer Data Platform objections and vendor replies have helped to clarify my own thoughts on CDPs. The most important insight has been that the “marketer controlled” piece of the CDP definition really represented the idea that CDPs are packaged software rather than custom development projects. Read more.