You may have noticed that I've been uncharacteristically aggressive in promoting the Customer Data Platform concept. Sorry, but I just can't help it: a new system category is even more rare than a new B2C marketing automation system (which,
as yesterday's post pointed out, is much rarer than a new beetle). More important, I think the category itself is a very important development that could really help marketers solve some big problems. So it's worth several shoves to get the ball rolling.
Along those lines, I am embarrassingly excited to report my formal whitepaper explaining the CDP in depth has just been published. It was sponsored by
ReachForce but they had no influence on the actual content. (In fact, they probably would have preferred something a bit more on-message for their own marketing, so let me thank them for their indulgence.) You can download it
here. Comments are welcome!
2 comments:
I agree and share your excitation. It's a new category between the Data Discovery Analytics estimated to represent $1.1 billion in 2013 (Gartner) and CRM / Customer Experience Management or Marketing Automation.
Analytics / Business Intelligence (BI) is the necessary element that unify CRM and keep it in context.
Technology will enable to contextually adapt customer experiences based on user segment, browsing behavior, geography, device...
The platform you describe should do user profiling to trigger 1:1 communications driving engagement. It's the next revolution for the CRM industry. Traditional CRM is about control vs. customer's empowerment. It’s now largely seen as a tool to automate internal functions (Sales pipeline, Marketing campaigns, Customer Support.
There is a real need for an integrated ecosystem which enables the management and delivery of dynamic, targeted, consistent content, and service interactions across digitally enable consumer touchpoints.
I agree and share your excitation. It's a new category between the Data Discovery Analytics estimated to represent $1.1 billion in 2013 (Gartner) and CRM / Customer Experience Management or Marketing Automation.
Analytics / Business Intelligence (BI) is the necessary element that unify CRM and keep it in context.
Technology will enable to contextually adapt customer experiences based on user segment, browsing behavior, geography, device...
The platform you describe should do user profiling to trigger 1:1 communications driving engagement. It's the next revolution for the CRM industry. Traditional CRM is about control vs. customer's empowerment. It’s now largely seen as a tool to automate internal functions (Sales pipeline, Marketing campaigns, Customer Support.
There is a real need for an integrated ecosystem which enables the management and delivery of dynamic, targeted, consistent content, and service interactions across digitally enable consumer touch-points.
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