CDP Technologies

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…

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…

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…

When Salesforce kicks off its annual Dreamforce conference on November 19, you can expect to hear lots of publicity about its plans for a customer data platform (CDP). After all, Adam Blitzer, the new CEO of Salesforce Marketing Cloud (MC), called the CDP offering “the key pillar” of their MC solution. From predictive analytics to…

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…

Today’s customer journey is complex, but Merkle & ActionIQ can help. The speed at which they make decisions and expect a response is faster than ever. A customer data platform helps you meet your audience in the right moment. Merkle’s expertise in data, technology, and analytics, combined with ActionIQ brings business agility and innovation together…

In our experience, many CDP FAQ answers are too basic, especially given the complexities that CDPs are designed to solve. We believe you should be able to make a fully informed choice and have created FAQs that support accurate decisions. Guiding our CDP FAQ answers are these three principles: Detailed. FAQs are meant to be…

“It’s all just a bit of history repeating” — Propellerheads I can’t imagine how frustrated you must be.  Part of your job is understanding the marketing technology landscape.  It’s not an easy task.  You’re faced with an ever-growing, overly-complicated list of acronyms and vendors. So you decide to do a bit of research online.  Every…

Marketers in charge of establishing a single view of their customers face a daunting task. They’re bombarded by vendors in an unregulated CDP marketplace including tried-and-true offerings and chameleon imposters. Making an accurate choice when constructing your CDP RFP is not easy! Thankfully, the root cause of failed CDP deployments is something within marketers’ control.…

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…