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Why Your CDP Vendor Must Bring Change Management Expertise

Prior to joining ActionIQ, I served as an analyst at a well-known industry research firm. I was privileged to advise over 200 clients on their CDP initiatives. On numerous occasions, I received a phone call that went something like this: Senior marketing executive at major brand: “We bought a CDP.” Me: “How’s it going?” Marketing…

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CDPs - A Cure for the Holiday Blues

Ah, the holidays! For marketers, it is the most stressful time of the year. As a former industry analyst, I advised hundreds of marketing organizations and realized how many of them feel overwhelmed at prepping for the tsunami of holiday demand. It only makes sense. The stakes are high since holiday results can make or…

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How Acquia’s Acquisition of AgilOne Fits into the Future of CDPs

What does the acquisition mean? Another week, another acquisition in the CDP space. This time it’s AgilOne, which was acquired by Acquia, a company providing enterprise services and support around Drupal, an open-source CMS. Acquia itself was a recent acquisition by private equity (PE) firm, Vista Equity, back in September. Acquia has always had a…

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CDP planning - 8 tips to assist successful outcomes

CDPs Solve Marketers’ Number One Issue With Existing Technology According to industry research, the most challenging barrier to marketing technology success is the need to integrate disparate systems. CDPs—and their prebuilt data connectors to hundreds of data systems—solve that need in a unique way. They render a single customer view including all historical interactions, along…

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Salesforce CDP

Marketers were on the edge of their seat this past Wednesday when Salesforce announced their customer data platform at Dreamforce ‘19 called Customer 360 Audiences. So how did it fare against expectations? Here’s a recap of what Salesforce promised along with ActionIQ’s take on the probable realities. What Salesforce Promised: CDP Vision “It’s the beating…

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Six Principles to Anchor Your Martech Stack Strategy

There’s No Such Thing As A Perfect Martech Stack Across All Brands, But… There is a perfect Martech stack for your organization alone. More specifically, your organization’s marketing maturity, technical maturity, personalization goals, and industry all play differentiating factors contributing to your organization’s ideal, ‘moment-in-time’ stack.   Six Core Principles To Guide Your Martech Stack…

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Marketing Cloud CDP

It’s a fascinating time for data-driven marketing. Vendors have been heads-down, releasing ever-valuable features towards personalization, and marketing cloud vendors are revealing their much-anticipated customer data platforms (CDPs). Christmas may be coming early. There’s one problem though. If there’s anything bystanders observe about the CDP industry, it’s that building a CDP from scratch takes an…

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