Podcasts about cdp institute

Avsnitt 141 med Ted Solomon på Ctrl Digital där vi djupdyker i begreppet förstapartsdata och hur marknadsförare bör arbeta med det. Vi pratar om allt från vad förstapartsdata är och hur Ted brukar definiera begreppet. Till vilka olika typer av förstapartsdata det finns. Ted förklarar också varför den här typen av data är viktigare än någonsin för marknadsförare. Och vad han ser hindrar många företag från att arbeta med det. Du får dessutom höra om: Olika sätt att samla in förstapartsdata Vad som krävs för att samla och hantera den Vanliga myter kring förstapartsdata Vad det innebär att aktivera den här datan Och exempel på vad det innebär i praktiken Om gästen Ted Solomon är vd och grundare av Ctrl Digital. Han är i grunden digital analytiker och fokuserar idag på datainsamling och aktivering av förstapartsdata. Han har även lång erfarenhet av att bygga upp measurement-avdelningar på stora bolag som Entercard och Klarna. Ctrl Digital är en specialistbyrå inom digital analys och teknisk mätning. Där hjälper han och hans team företag att samla in, strukturera och aktivera sin data, framför allt inom försäljning och marknadsföring. Tidsstämplar 00:00 Introduktion 02:34 Förstapartsdata vs andra- och tredjepartsdata 06:24 State of förstapartsdata 2025 13:24 Myter och hur företag arbetar idag 22:21 Business case kring förstapartsdata 26:15 Samla in och hantera på rätt sätt 31:58 Vikten av analys och tydligt mål 37:36 Komma igång med aktivering av datan 42:36 IKEA Family och exempel på aktivering 47:21 Teds tips och råd till marknadsförare Länkar Ted Solomon (LinkedIn-profil) Ctrl Digital (webbsida) Migrera, kom igång och få ut mer av Google Analytics 4 – Ted Solomon #104 (poddavsnitt) Funnel (verktyg) Supermetrics (verktyg) Google Tag Manager (GTM) (verktyg) Google BigQuery (verktyg) CDP Institute (resurs) RFM Segmentation Using Bigquery - Ctrl Digital (artikel) Building a Marketing Data Warehouse in BigQuery - Ctrl Digital (artikel) First-Party Data Activation Playbook - Think with Google (whitepaper) IKEA-caset med förstapartsdata - Loyalty Point (case) Gartner: Marketing Budgets: Benchmarks for CMOs in the Era of Less (resurs) Confetti (samarbete) Digitalenta (samarbete)

Chị Lê Thị Thuỳ Trang - Giám đốc chuyển đổi Số và tích hợp Công ty Purpose Ant.  Tiến sĩ Đinh Lê Đạt - Đồng sáng lập Hiệp hội CDP Institute Đông Nam Á, Đồng sáng lập Antsomi - công ty MarTech hàng đầu Đông Nam Á cung cấp giải pháp AI-driven Customer Data Platform.  Trong podcast này, với chủ đề “Cá nhân hoá giúp tăng trưởng doanh số ngành hàng tiêu dùng nhanh (FMCG)”, Lê Thị Thuỳ Trang và Tiến sĩ Đinh Lê Đạt chia sẻ với Host Quốc Khánh về xu hướng hành vi người tiêu dùng có mong muốn nhận được trải nghiệm cá nhân hoá từ các Brands FMCG là như thế nào?  Cá nhân hoá là một chiến lược truyền thông thông minh trên toàn phễu Marketing, bao gồm việc hợp nhất các kênh trực tuyến và ngoại tuyến với một hệ thống tích hợp hoàn chỉnh, nhằm cung cấp cho khách hàng trải nghiệm mua sắm toàn diện thông qua việc thu thập dữ liệu khách hàng. Cá nhân hoá tập trung vào việc sử dụng công nghệ để nâng cao trải nghiệm tại cửa hàng và trực tuyến.  CDP với tính năng tự động hóa tiếp thị là nền tảng then chốt hỗ trợ việc tổng hợp dữ liệu, xử lý dữ liệu và sắp xếp dữ liệu, đồng thời cho phép nhà tiếp thị thấu hiểu từng khách hàng để triển khai chiến lược truyền thông, sản phẩm & dịch vụ hiệu quả trên quy mô lớn.  / Mrs. Le Thi Thuy Trang - Director of Digital Transformation and Integration PurposeAnt.  Dr. Dinh Le Dat - Co-founder of Customer Data Platform Institute Southeast Asia, Co-founder of Antsomi, a leading AI-driven Customer Data Platform solution in Southeast Asia.  In this episode of The Brand Personalization for FMCG Industry, Mrs. Le Thi Thuy Trang and Dr. Dinh Le Dat shared with Host Quoc Khanh about FMCG Brand Personalization from consumer trends.  Personalisation is a retail & FMCG strategy and smart marketing approach across funnels that involves merging online and offline channels with a complete, integrated system to provide customers with a holistic shopping experience through the collection of customer data. Personalization in FMCG focuses on using digital technology to enhance the in-store and online experience.  The CDP integrated marketing automation is the core engine that powers data aggregation, data processing and data wrangling and hence allows effective insights, product & services and communications strategies to be utilised at scale for marketers. 00:00 - Giới thiệu nội dung podcast 01:32 - Giới thiệu khách mời 01:58 - Vì sao cá nhân hóa quan trọng với FMCG? 03:48 - Vì sao cá nhân hóa là thử thách với ngành hàng FMCG? 06:20 - HOW: làm cá nhân hóa với ngành hàng FMCG như thế nào? 07:54 - Ví dụ về một DN làm cá nhân hóa 19:34 - Coming Up 20:09 - Cá nhân hóa trong bước chuyển đổi và giữ chân khách hàng 25:05 - Nhãn hàng có thể tăng trưởng với cá nhân hóa ra sao? 32:13 - FMCG vướng ở đâu khi làm cá nhân hóa? 35:54 - Coming Up 36:35 - Cá nhân hóa ảnh hưởng tới kinh doanh như thế nào? 44:29 - Đúc kết kinh nghiệm cá nhân  48:24 - Chào kết. Credit Dẫn Chuyện - Host | Quốc Khánh  Kịch Bản - Scriptwriter | Quốc Khánh Biên Tập - Editor | Atlan Nguyễn  Truyền Thông - Social | Ngọc Anh   Sản Xuất - Producer | Anneliese Mai Nguyen   Trợ Lý Sản Xuất - Producer Assistant | Ngọc Huân   Quay Phim - Cameraman | Nhật Trường, Hải Long   Âm Thanh - Sound | Khanh Trần   Hậu Kỳ - Post Production | Khanh Trần   Thiết Kế - Design | Nghi Nghi   Makeup Artist - Trang Điểm | Ngọc Nga #Vietsuccess #PurposeAnt #Antsomi #OmniNext #FMCGPersonalization

Trong tập Tăng trưởng kinh doanh bền vững với Customer Lifecycle Marketing này, Tiến sĩ Đinh Lê Đạt - Đồng sáng lập Hiệp hội CDP Institute Đông Nam Á, sẽ chia sẻ với host Mai Trang về mô hình Customer Lifecycle Marketing (CLM), giúp doanh nghiệp tăng trưởng kinh doanh bền vững là như thế nào? CLM là một chiến lược phát triển doanh nghiệp dựa vào mục tiêu gia tăng giá trị vòng đời khách hàng (Customer Lifetime Value), trải nghiệm thương hiệu (Brand Experience), và phương pháp tiếp thị CLM được chia ra 5 bước hành trình khách hàng bao gồm việc hợp nhất các kênh trực tuyến và ngoại tuyến, với một hệ thống tích hợp hoàn chỉnh nhằm cung cấp cho khách hàng trải nghiệm mua sắm toàn diện, thông qua việc thu thập dữ liệu khách hàng. CDP với tính năng tự động hóa tiếp thị là nền tảng then chốt hỗ trợ việc tổng hợp dữ liệu, xử lý dữ liệu và sắp xếp dữ liệu, đồng thời cho phép nhà tiếp thị thấu hiểu từng khách hàng để triển khai chiến lược truyền thông, sản phẩm & dịch vụ hiệu quả trên quy mô lớn.  Dr. Dinh Le Dat - Co-founder of Customer Data Platform Institute Southeast Asia, Co-founder of Antsomi, a leading AI-driven Customer Data Platform solution in Southeast Asia.  In this episode of Sustainable Business Growth with Customer Lifecycle Marketing, Dr. Dinh Le Dat - Co-founder of Customer Data Platform Institute Southeast Asia - shares with Host Mai Trang the story of the Customer Lifecycle Marketing (CLM) model that helps businesses grow sustainably. CLM is a business development strategy based on the goal of increasing customer lifetime value and brand experience. The CLM marketing method is divided into 5 customer stages that involves merging online and offline channels with a complete, integrated system to provide customers with a holistic shopping experience through the collection of customer data. The CDP integrated marketing automation is the core engine that powers data aggregation, data processing and data wrangling and hence allows effective insights, product & services and communications strategies to be utilised at scale for marketers. 00:00 - Giới thiệu nội dung và khách mời 03:02 - Customer Lifecycle là gì? 06:19 - Customer lifecycle & Product lifecycle 09:33 - Những yếu tố giúp phân loại Customer Lifecycle 16:35 - Coming Up. 17:10 - Chí phí giữ chân khách hàng và tìm KH mới 19:16 - Vì sao Customer Lifecycle cần thiết trong năm 2023 và xa hơn? 24:02 - Làm như thế nào để giữ chân khách hàng? 28:22 - Ghi nhận hành vi khách hàng ở offline 31:52 - Coming Up 32:18 - Bước tiếp theo trên hành trình chăm sóc KH 34:06 - Chăm sóc khách hàng loyal 35:56 - Khai thác tiềm năng khách hàng "ngủ đông" 40:33 - Ứng dụng Customer Lifecycle một cách bền vững 44:29 - Outro. Dẫn Chuyện - Host | Mai Trang Kịch Bản - Scriptwriter | Mai Trang Biên Tập - Editor | Atlan Nguyễn Truyền Thông - Social | Ngọc Anh  Sản Xuất - Producer | Anneliese Mai Nguyen  Trợ Lý Sản Xuất - Producer Assistant | Ngọc Huân  Quay Phim - Cameraman | Nhật Trường, Hải Long  Âm Thanh - Sound | Khanh Trần  Hậu Kỳ - Post Production | Khanh Trần  Thiết Kế - Design | Nghi Nghi  Makeup Artist - Trang Điểm | Ngọc Nga #Vietsuccess #BusinessInsights #OmniNext #CustomerLifecycleMarketing #LifecycleMarketing

Anh Võ Duy Phú - CEO của EveryHalf, tư vấn chiến lược tăng trưởng cho các công ty startup, co-founder của The Coffee House, cựu giám đốc khối tăng trưởng và marketing của One Mount Distribution.  Tiến sĩ Đinh Lê Đạt - Đồng sáng lập Hiệp hội CDP Institute Đông Nam Á, Đồng sáng lập Antsomi - công ty MarTech hàng đầu Đông Nam Á cung cấp giải pháp AI-driven Customer Data Platform.  Trong tập Xu hướng Online Merge Offline Marketing (OmO) cho ngành bán lẻ này, Anh Võ Duy Phú chia sẻ với Người dẫn chương trình Tiến sĩ Đinh Lê Đạt câu chuyện về xu hướng hành vi người tiêu dùng với OmO là gì? OmO là một chiến lược bán lẻ và phương pháp tiếp thị bao gồm việc hợp nhất các kênh trực tuyến và ngoại tuyến với một hệ thống tích hợp hoàn chỉnh nhằm cung cấp cho khách hàng trải nghiệm mua sắm toàn diện thông qua việc thu thập dữ liệu khách hàng. OmO tập trung vào việc sử dụng công nghệ kỹ thuật số để nâng cao trải nghiệm tại cửa hàng và trực tuyến. CDP với tính năng tự động hóa tiếp thị là nền tảng then chốt hỗ trợ việc tổng hợp dữ liệu, xử lý dữ liệu và sắp xếp dữ liệu, đồng thời cho phép nhà tiếp thị thấu hiểu từng khách hàng để triển khai chiến lược truyền thông, sản phẩm & dịch vụ hiệu quả trên quy mô lớn.  Mr. Vo Duy Phu - CEO of EveryHalf, strategic consultant for startup growth, co-founder of The Coffee House, former Department Director of Growth and Marketing of One Mount Distribution.  Dr. Dinh Le Dat - Co-founder of Customer Data Platform Institute Southeast Asia, Co-founder of Antsomi, a leading AI-driven Customer Data Platform solution in Southeast Asia.  In this episode, we talk ‘Online merge Offline marketing trend for retail industry', Vo Duy Phu shares with Host Dr. Dinh Le Dat the story about what is OmO (Online merge Offline) consumer trend? OmO is a retail strategy and marketing approach that involves merging online and offline channels with a complete, integrated system to provide customers with a holistic shopping experience through the collection of customer data. OMO focuses on using digital technology to enhance the in-store and online experience. The CDP integrated marketing automation is the core engine that powers data aggregation, data processing and data wrangling and hence allows effective insights, product & services and communications strategies to be utilized at scale for marketers. 00:00 - Giới thiệu nội dung và khách mời 03:58 - Giới thiệu xu hướng OMO (Online-Merge-Offline) 06:02 - Sự khác biệt giữa OMO và O2O 08:16 - Case study: L'oreal 10:21 - Hành vi mua hàng sau dịch bệnh 13:35 - Coming Up. 14:10 - Giá trị DN nhận được khi ứng dụng OMO 17:50 - HOW: chuyển đổi từ OMO sang O2O như thế nào? 22:48 - Kinh nghiệm triển khai văn hoá OMO 25:17 - Case study: “tượng đài” tối ưu trải nghiệm khách hàng - Luckin 31:15 - Coming Up 31:46 - Thay đổi liệu có đáng sợ? 33:24 - Mấu chốt để cải tiến hoạt động bán lẻ tại VN 35:29 - Model 7P: Công thức làm marketing thành công 37:33 - Tóm tắt chủ đề ứng dụng OMO marketing model 42:57 - Outro. #Vietsuccess #BusinessInsights #OmniNext #OmO #OnlineMergeOffline #RetailOmnichannel

Anh Lương Tuấn Thành (MBA) - Chief Technology & Digital Officer ngân hàng OCB, nguyên giám đốc cấp cao về dịch vụ tài chính của Tiki, nguyên Giám đốc công nghệ của Tập đoàn CMC, nguyên giám đốc công nghệ của Chứng khoán TechCom.  Tiến sĩ Đinh Lê Đạt - Đồng sáng lập Hiệp hội CDP Institute Đông Nam Á, Đồng sáng lập Antsomi - công ty MarTech hàng đầu Đông Nam Á cung cấp giải pháp AI-driven Customer Data Platform.  Trong tập OmniNext này, Anh Nguyễn Tuấn Thành (Frank Luong) chia sẻ với Tiến sĩ Đinh Lê Đạt về các bước triển khai Chuyển đổi nền tảng dữ liệu khách hàng (CDP) trong lĩnh vực tài chính & ngân hàng (data-driven bank) để thay đổi những gì chúng ta biết - và cách chúng ta nhìn - về người tiêu dùng & khách hàng, để tạo điều kiện cho ngân hàng thiết kế sản phẩm, phân phối và giao tiếp tốt hơn và hiệu quả hơn với khách hàng. CDP là nền tảng then chốt hỗ trợ việc tổng hợp dữ liệu, xử lý dữ liệu và sắp xếp dữ liệu, đồng thời cho phép ngân hàng thấu hiểu từng khách hàng để triển khai chiến lược truyền thông, sản phẩm & dịch vụ hiệu quả trên quy mô lớn.  / Mr. Lương Tuấn Thành (MBA) - Chief Technology & Digital Officer OCB, Former CTO of CMC Corporation, Former Senior Director of Financial Service Tiki, Former CIO TechCom Securities. Dr. Dinh Le Dat - Co-founder of Customer Data Platform Institute Southeast Asia, Co-founder of Antsomi, a leading AI-driven Customer Data Platform solution in Southeast Asia.  In this episode of Marketing & Communications Transformation, Luong Tuan Thanh (Frank Luong) shares with Host Dr. Dinh Le Dat the story about how transforming customer data platform (CDP) in Banking and Finance (data-driven bank) - means changing what we know of - and how we look at - people, in order to enable a bank to better and more effectively design the product, distribute and communicate to customers. The CDP is the core engine that powers data aggregation, data processing and data wrangling and hence allows effective insights, product & services and communications strategies to be utilised at scale for marketers. Timestamp 00:00 - Introduction of Guests and Episode 03:01 - Lĩnh vực ngân hàng đang ứng dụng dữ liệu khách hàng như thế nào? 06:55 - Bắt đầu từ đâu trên hành trình chuyển đổi nền tảng dữ liệu khách hàng? 12:25 - Cách đo lường hiệu quả đầu tư CDP. 15:21 - Những bước đầu trên hành trình triển khai. 19:33 - Coming Up. 20:02 - Xây dựng nền tảng nhân lực vận hành nền tảng dữ liệu thành công. 23:56 - Kinh nghiệm triển khai của các ngân hàng tại VN và Thế giới. 28:00 - Xác định use case của việc đầu tư nền tảng dữ liệu khách hàng. 31:46 - Điểm tối trọng khi xác định công nghệ phù hợp. 34:18 - Bảo mật và Governance. 37:24 - Biến dữ liệu thành sản phẩm. 41:54 - Coming Up 42:26 - Quản lý sự thay đổi và Chiến lược triển khai nền tảng dữ liệu thành công. 45:53 - 3 từ khóa trong việc chuyển đổi nền tảng dữ liệu. 47:46 - Tóm tắt bức tranh toàn cảnh của việc triển khai CDP trong ngành tài chính-ngân hàng. 53:46 - Outro. #Vietsuccess #BusinessInsights #OmniNext #TaiChinh #NganHang #Bank

Anh Joe Nguyen - Chuyên gia tư vấn chiến lược cấp cao của Hplus (Mạng lưới liên minh chiến lược giữa Hakuhodo & DAC), cựu phó chủ tịch cấp cao của ComScore tại APAC. Tiến sĩ Đinh Lê Đạt - Đồng sáng lập Hiệp hội CDP Institute Đông Nam Á, Đồng sáng lập Antsomi - công ty MarTech hàng đầu Đông Nam Á cung cấp giải pháp AI-driven Customer Data Platform. Trong tập Chuyển đổi Số trong lĩnh vực Tiếp thị & Truyền thông này, Joe Nguyễn và Tiến sĩ Đinh Lê Đạt chia sẻ với Người dẫn chương trình Quốc Khánh câu chuyện về việc chuyển đổi truyền thông Số cho Thương hiệu có nghĩa là thay đổi những gì chúng ta biết - và cách chúng ta nhìn - về người tiêu dùng & khách hàng, để tạo điều kiện cho nhà tiếp thị giao tiếp tốt hơn và hiệu quả hơn với khách hàng. CDP là nền tảng cốt lõi hỗ trợ việc tổng hợp dữ liệu, xử lý dữ liệu và sắp xếp dữ liệu, đồng thời cho phép các nhà tiếp thị thấu hiểu từng khách hàng để triển khai chiến lược truyền thông hiệu quả trên quy mô lớn. Mr. Joe Nguyen - Senior Strategic Advisor, Hplus (A strategic network of Hakuhodo/DAC), Former Senior Vice President - APAC of Comscore. Dr. Dinh Le Dat - Co-founder of Customer Data Platform Institute Southeast Asia, Co-founder of Antsomi, a leading AI-driven Customer Data Platform solution in Southeast Asia. In this episode of Marketing & Communications Transformation, Joe Nguyen and Dr. Dinh Le Dat share with Host Quoc Khanh the story about how transforming communications for Brands means changing what we know of - and how we look at - people, in order to enable a marketer to better and more effectively communicate to customers. The CDP is the core engine that powers data aggregation, data processing and data wrangling and hence allows effective insights and communications strategies to be utilised at scale for marketers. Timestamp

Martech och olika plattformar för att hantera kunddata blir allt viktigare inom modern marknadsföring. Och en sådan plattform som det pratas allt mer om är det som kallas CDP. Vilket står för customer data platform. För att gå igenom vad det är och hur vi använder den bjöd jag in Niklas Gustavsson. Vi pratar bland annat om vad en CDP är för något och vad den här typen av plattformar kan ge oss marknadsförare. Och vilken roll den fyller i marknadsföring idag. Niklas går även igenom vad som skiljer mellan en CDP och andra verktyg såsom CRM- och marketing automation-system. Och hur en CDP passar ihop och integrerar med andra verktyg, plattformar och system i våra martech-stackar. Du får dessutom höra om: Varför det pratas så mycket om CDPs nu Hur de hjälper oss att bli mer relevanta Exempel på olika användningsområden Viktiga datakällor att koppla till en CDP Olika plattformar och system att kolla in Och Niklas går inte minst igenom en mängd olika möjligheter och fördelar som en CDP ger oss som marknadsförare i såväl analys som aktivering. Och en massa mer. Om gästen Niklas Gustavsson är Customer Data och Marketing Automation specialist på Nexer (tidigare Sigma IT). Och har arbetat med datadriven marknadsföring och marketing automation i över 15 år. Han är inte minst expert på CDP och hjälper idag företag med strategi kring teknologi för att hantera kunddata och aktivera kommunikation utifrån det. Niklas är dessutom författare och har skrivit boken Ondemand Marknadsföring. Tidsstämplar [2:46] Inleder med att Niklas förklarar hur han brukar beskriva vad en CDP är. Och varför det pratas så mycket om dessa nu. [7:07] Niklas ger sin syn på hur viktig den här typen av plattform är i modern marknadsföring. [9:39] Skillnaden på en CDP, ett CRM-system och ett marketing automation-system. [14:55] Hur en CDP passar ihop och integrerar med andra verktyg i vår martech-stack. [19:08] Vilka fördelar eller möjligheter det ger oss som marknadsförare. [25:10] Hur en CDP hjälper oss med att segmentera, agera på och aktivera data. [33:03] Vad det finns för utmaningar med att jobba den här typen av system. [35:25] Olika system eller plattformar som kan vara bra att kolla in. [37:58] Hur man bäst går tillväga för att köpa in och implementera en CDP. [40:41] Ger exempel på quick wins och tips för att få ut mer av systemet. Länkar Niklas Gustavsson på LinkedIn Nexer webbsida CDP.com (webbsida) CDP use cases - CDP.com (artiklar) CDP Institute (webbsida) Find a vendor - CDP Institute (webbsida) Salesforce Trailhead (webbsida) Salesforce Marketing Cloud (plattform) Segment (plattform) Custobar (plattform) Bloomreach (plattform) Optimizely ODP (plattform)

The ability to map the entire customer journey is valuable in today's marketing world. Having a Customer Data Platform gives marketers the insight they need to create a personalized experience for every customer.  David Raab is the Founder of the CDP Institute, where his mission is to educate companies on how to use their customer data. David has spent most of his career as a marketing technology consultant, and six years ago decided to create the CDP Institute. In this episode, David talks about what a Customer Data Platform is and why it matters.  Join us as we discuss:What is a Customer Data Platform (CDP)Some of the use cases for a Customer Data Platform and how marketers can take advantage of a CDPWhere the concept of unified platforms for consumer optimization came from, and where does the industry as a whole stand todayWhere should marketers who want to implement a CDP start What should marketers watch out for as they implement CDPs into their marketing stack

The realities of selecting a Customer Data Platform #conversacionesdecrm #cdp #cx2advisory #customerdatamanagement #podcastdecrm What are the realities that we need to understand with selecting a customer data platform to better market, sell and service your customers? First, a customer data platform provides a 360-degree view of your customers. It allows you to collect and consolidate customer data from all sources – both online and offline. This gives you a complete understanding of each customer so you can better market, sell and service them. Second, a customer data platform helps you to automate the process of customer data management. This includes consolidating customer data from diverse sources, cleansing, deduplicating data, and building customer profiles. Automating this process makes it easier to keep your customer data up-to-date and accurate. Finally, a customer data platform provides the foundation for customer-centric operations. It enables you to create a single customer view and target your customer experience efforts based on each customer's unique needs. This helps you to improve your marketing ROI, increase sales, and improve customer service. These are some of the realities when looking to implement a CDP solution. David Raab, Founder, CDP Institute, will join Conversaciones de CRM, to discuss these and other realities.

Data is seemingly coming from every interaction, from every direction, from a growing number of channels, while using a growing number of devices… and it's coming nonstop. This presents a great opportunity for companies to understand what customers and prospects need and what at levels unimaginable only a few short years ago. And while that's sounds great, trying to pull all that data together in order to make the best use of the information coming from all that data is no easy task. In fact it's incredibly difficult unless because most of the system businesses have been using over the years weren't meant to specifically handle that task. Which is why Customer Data Platforms (CDP) were created and have grown of great importance over the last six years or so. But over those years there has been some apprehension and confusion about where CDPs fit and how they compare with other applications organizations depend on like CRM. But it feels like some of that confusion and apprehension over what CDP is and what it does has been dissipating at an accelerated pace over the last year or so, as more interactions go digital. And to get more insight into the current state of CDP and how it's being used in businesses today, I recently spoke with David Raab, founder and CEO of The CDP Institute, and to all in the industry the preeminent thought leader on the subject.

Tired of waiting for IT to build them a “single view of customer”, marketers are turning to commercial solutions called Customer Data Management Platforms. That trend is likely to continue in coming years, according to the world's leading CDP expert David Raab, as more companies recognize the value of first party data.

Join product marketing team member Nick Einstein, and David Raab, founder of the CDP Institute, to dig into the major items to consider when discussing the role of a CDP in your organization. David coined the term "CDP" back in 2013 and will use this time to focus on what a CDP really is and isn't, how to ensure your team uses it to maximum benefit, privacy best practices, and the age-old question...buy or build?

  The tools needed to manage your customer data have changed dramatically since the days of “database marketing” in the 1980s. The latest iteration is a CDP, or customer data platform, the subject of our stimulating discussion with David Raab, a leading expert and founder of the CDP Institute. He explains how the tech landscape has become quite complex and continues to morph. The number of systems continues to grow, fed by a proliferation of channels, declining development costs, and easily available funding. Listen in to understand the customer data landscape, why it's critical to marketing success, and where the technology is going in the future. About our Guest: David M. Raab is the founder and CEO of the Customer Data Platform Institute, a vendor-neutral organization with over 10,000 members, which educates marketers and technologists about customer data management. Mr. Raab was named the Customer Data Platform category in 2013. Mr. Raab has a long history as an independent consultant helping marketers to understand, find and deploy marketing technologies and vendors. His clients include Global 2000 firms in retail, financial services, telecommunications, publishing, technology, and other industries. He began his career as a marketer in publishing and continuities. Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School. He has written hundreds of articles and blog posts on marketing technology and regularly speaks and teaches at events around the world. WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

Customer data platforms (CDPs) are among the most buzzworthy topics among marketing technology users and enthusiasts in recent years. Lots of companies have already invested in a CDP, and many that haven't are looking to do so in the near future.Still, there's confusion in the marketplace about what problems CDPs alleviate and what the real definition of a customer data platform should be. That's part of what martech guru David Raab, founder and CEO of The CDP Institute, set out to clarify.In this episode of IN GEAR, India Waters and co-host Danielle Profita Briner chat with David to break down: What exactly is a CDP, and what problems does it solve for marketers? How CDPs and other marketing tools will evolve as online commerce stays at the forefront of how business is done Whether duplicative capabilities from other tools (data warehouses, multichannel marketing tools, campaign management solutions) pose a real threat to standalone CDPs

It sometimes seems like there must be a Moore's Law of marketing technology (or "martech," as the cool kids call it, and our site is on a .io domain, so we’re definitely the cool kids) whereby the number of platforms available doubles every 6 to 8 weeks. And, every couple of months, it seems, a whole new category emerges. From CMS to DAM to CRM to TMS to DMP to DSP to CDP, it's an alphabet soup of TLAs that no one can make sense of PDQ! On this episode, Michael, Moe, and Tim sat down with the man who coined the name for one of those categories back in 2013: David Raab, the founder of the CDP Institute! It was a lively chat about the messy world of vendor overload and how to frame, assess, and successfully manage martech stacks. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.

Segment 1: The Growth of First Party Data Tech David Raab of the CDP Institute, growth advisor Anand Thaker, and Chitra Iyer talk about the rise of first party data tech - from personalization platforms to experience clouds, data integration to CDPs and everything in between. Highlights of the discussion include: - Factors behind the rise of ‘first party data tech’ - What’s problematic about ‘consent’ replacing cookies - Why publishers will make data vendors irrelevant over time (and the trouble with that). Hint: think mini walled gardens and the need for fair data exchange co-ops - Why CDPs could take over where DMPs left off Segment 2: The CDP Institute’s 2020 CDP Industry Update The CDP Institute revealed all the data that’s shaping the CDP industry as we head into 2020, and we have the man himself- David Raab – to answer questions that we think you are thinking. Starting with the over 8 CDP acquisitions in 2019 to the most recent one by Salesforce, to why marketers need simpler labels to help define what the platforms do. Highlights of the discussion include: - Why and how the CDP industry is consolidating and why the number of stand alone CDPs will come down - The Salesforce acquisition of Evergage. Omer Artun, Founder of AgilOne - a CDP that itself got acquired by Acquia in 2019, is now the Chief Science Officer at Acquia. Here’s his comment on the Evergage acquisition: “Salesforce knew they had a huge gap in customer data and customer intelligence. Their service cloud, marketing cloud (Exacttarget), CRM and Demandware don't talk to each other in any customer specific way. They first claimed Krux would become their customer hub, then they bought Mulesoft then bought Dataroma, a marketing dashboard company which they are trying to build a CDP around. Now, they are putting their money behind Everage. However, Evergage is not a CDP - it's web personalization that can handle profiles. Most brands are looking for robust identity resolution, analytics capabilities that can stitch and analyze many sources of data. Evergage can neither stitch in an enterprise manner nor offers analytics with any rigor.” So, how will this acquisition exactly help its customers? We tell you. - The role of CRM in the data driven marketing landscape and why labels will matter (or not) when it comes to offering CX solution platforms - Why ‘campaign CDPs’ are the fasted growing CDP segment today (even though ‘data CDPs’ are the most funded) Get your free copy of the CDP Institute’s 2020 Industry Update for free, from here. https://www.cdpinstitute.org/general Hail of the Week: We start 2020 on a positive note with a big hail for privacy related funding: - SuperAwesome out of the UK (just raised $17 million) for kid-safe media - SECURITI.ai raised $50 million for privacy technology - Google is planning to block third party cookies - Global Alliance for Responsible Media is working to identify and boycott harmful online content Follow us on Spotify, Google podcast or leave us a review on iTunes. Have a great week. Thank you! Spotify- https://open.spotify.com/show/4CmetQ62mdBz62KtfXetiZ Google Podcast-https://podcasts.google.com/?feed=aHR0cDovL2ZlZWRzLnNvdW5kY2xvdWQuY29tL3VzZXJzL3NvdW5kY2xvdWQ6dXNlcnM6NDM0MDYzODIwL3NvdW5kcy5yc3M iTunes-https://podcasts.apple.com/us/podcast/martechadvisor-podcasts/id1373600978?mt=2

David Raab, founder and CEO of the Customer Data Platform Institute, a vendor-neutral organization that educates marketing and sales teams about customer data joins us to discuss the importance of CDPs in Sales. In this episode, we cover: How and why Sales teams should manage or own the use of the organization CDP How CDPS help reduce friction between Marketing and Sales Tips on how Sales teams can use CDPs to drive Account-based selling How Sales teams can use CDPs to accelerate business revenue

Gary Laben from permissioned-first party research data provider Dynata tells us how marketers can use research-based data to bridge the gaps in our understanding of the customer. ‘Understanding the consumer’ is easier said than done (understatement of the year!). As Gary Laben from Dynata, David Raab from the CDP Institute and Anand Thaker of Intelliphi discuss in this episode of The Talking Stack, it will take a lot of technology and a lot of skills to do that in any meaningful way. Certainly, more than one methodology is needed to assemble all the data and insights needed to minimize the gap! And in today’s episode, we see how the present tech-enabled, democratized version of first-party research can help marketers do just that. Here are the top 5 areas of discussion in episode 62 of The Talking Stack: 1. The ‘democratization’ of research and how the technology around market research is changing and evolving the space from the ‘do it for me’ model to the ‘do it together’ model and finally the ‘do it myself’ model 2. Is everyone a market research expert? What are the skills needed to avoid the simple and not-so-simple mistakes we make when it comes to conducting and leveraging research-based insights? 3. Do we overestimate what’s possible with data? What are the limits with how much we can react and respond to what the data is telling us? Anand, David and Gary take us from the philosophical to the practical when it comes to humans understanding humans and how e data can be used as ‘a basis for the actions.’ 4. Why marketing teams will shift focus from customer intimacy to customer primacy and customer centricity in 2020 and beyond 5. David’s apt wrap-up quote: “Personalization and great customer experiences are not the same thing.” You may not need a lot of data to deliver great customer experiences – there may be basic but valuable experiential things that get deprioritized because we are focused on chasing the more glamorous data-driven or technology-driven aspects of experience. if possible, find a minute to follow us on SoundCloud , Spotify or leave us a review on iTunes and we'd be grateful. Have a great week.Thank you.! https://www.martechadvisor.com/multimedia/podcasts/how-to-use-insights-from-permissioned-first-party-data-62

What percentage of digital ad impressions and clicks do you think is actually the work of non-human bots? Pick a number. Now double it. Double it again. You’re getting close. A recent study by Pixalate found that 19 percent of traffic from programmatic ads in the U.S. is fraudulent. David Raab from the CDP Institute found this number to be "optimistic." Ad fraud historian Dr. Augustine Fou, our guest on this show, has compelling evidence that the actual number could easily be north of 50 percent. Why? Who benefits? Why is it hard to tamp out? Is it illegal (it isn’t!)? We explore these topics and more on this episode! For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.

Episode's Topic: Customer Loyalty Episode's Description: Exponea’s third edition of the Online Retail Challenger brought us to the bustling City of New York, where e-commerce experts and executives from Missguided, Beach House Group, the CDP Institute, and Exponea presented advice, actionable strategies, and tips on the most important element of successful growth: customer loyalty. Original Article: https://exponea.com/blog/catch-up-online-retail-challengers-nyc/ Customer Loyalty in E-Commerce (E-Book): https://exponea.com/e-books/customer-loyalty-ecommerce/

Welcome to the CDP-Special with 3 of the most influential, independent voice in CDP: Zach Van Doren, CEO of CMOLabs; David Raab, Founder of CDP Institute; and Anand Thaker, CEO of Intelliphi. At the end of this session, we hope our listeners – primarily potential buyers of CDP and marketers interested in/ accountable for customer data management initiatives - have a better feel of some key factors/ developments impacting the space (beyond the obvious information one finds about choosing a CDP in buyers guides or vendor narratives) that they should be aware of/ thinking about. The 5 major factors buyers should think about 1. At 2.00: How do marketers strip down to the core of what their CDP needs to do? Many features, many functionalities – what really makes a CDP a CDP? 2. At 8.00: How will the growth/consolidation/acquisitions/fragmentation of the CDP industry impact the way a buyer approaches their decision? 3. At 18.00: At what point do marketing leaders start to connect CX and Personalization with CDPs? What is the connection between marketing automation and a CDP purchase decision? 4. At 22.00: Build or buy a CDP? Our experts help us understand if there is anything to the open-source or ‘tools that help you build your own CDPs’ options; and in what situations those may be useful to consider. 5. At 30.00: CDP, DMP or both? How to prioritize when the lines are blurring? Plus: a bonus rapid fire round with 3 questions that we ask our panel to answer in under 30 seconds… 1. What major innovations have you seen in CDP technology over the last few years? 2. What are the most frequent questions you get about CDPs? Have they changed over the years? 3. What sets a ‘great CDP’ apart from merely ‘a good one’? Share your thoughts and comments on LinkedIn and Twitter!

David Raab, Founder and CEO of The CDP Institute discusses the many benefits of Customer Data Platforms for B2B marketers and why there will always be a growing demand for technologies and platforms like CDPs. About David Raab and The CDP Institute: David is founder and CEO of CDP Institute, which helps marketers make better use of their customer data. David has been an industry consultant for many years, working with marketers to find and deploy the best technology of the period. He denies having known Benjamin Franklin personally! Top ten takeaways from the episode: “About 3 weeks ago, we reacted to a great deal of confusion in the marketplace – that was the reason behind The Real CDP Program.” “You’ll be surprised to find many systems call themselves CDPs but don’t have all the capabilities to really be a CDP.” “The need for unified customer data will be with us for a long time.” “CDPs make it easier to deliver on Account-based Marketing/ABM. Specialized CDPs designed for B2B companies work at both levels to enable this.” “Sales and Marketing people need enough data to understand the current state of each target contact, that’s where CDPs are most useful.” “We used to define CDP as a marketer-controlled system, but its meant for Customer Success teams, Sales teams…many teams within a company can make use of the information in a CDP. CDP is focused on giving a product view of the data.” “What a CDP can do is give access to the same data to multiple teams within an organization so everyone has the same data to look at.” “Getting good data, knowing who to talk to, understanding what they’ve purchased in the past are some of the things that can be streamlined through CDPs.” “A good CDP, some of the more advanced ones will look at advanced messaging features, it will suggest who to talk to and when. There’s a lot of interesting work being done here that borders on predictive and prescriptive models.” “Many predictive modeling systems eventually morphed into CDPs.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Episode Title: Business Intelligence: Measuring Marketing, How Google Innovates with Babak Hedayati, Tapclicks Guest of the Week: Babak Hedayati, Founder and CEO of TapClicks Babak reminds us why marketing data is such a crucial- and often overlooked – source of BI for the organization, and also shares the need for performance measurement tools and dashboards to deliver relational and causal insights in our cross-device, omnichannel world. We also talk about why the partnership with Snap is significant and the complexities of successful data-driven decision making in the complex times we operate in. Babak also reminds us that the most important success factor in data-driven decision making is story-telling, driving adoption and getting the right data to the right person at the right time. Event of the week: Martech Conference What’s going on at MarTech? What are the conversations and the big themes people are talking about? Anand and David tell us what the big conversations are around. Spoiler alert: it’s not IoT and its not mobile marketing… Trend of the week Signs of CDP industry maturity? David tells us why he thinks the time has come to arrive at a formal certification of ‘what makes a CDP a CDP’ and why vertical CDPs are useful A vendor certification program by CDP Institute (must mean there is now a definitive agreement on what a CDP means?) A wave of vertical specialist CDPs (Optimove; Healthgrades) Continued funding and acquisitions in the space BigTech (sore of) announcing CDPs (Adobe) News of the week Centerbridge Partners to Acquire IBM’s Marketing Platform and Commerce Software Offerings to Form Standalone Marketing and Advertising Technology Company Centerbridge announced that it will acquire IBM’s marketing platform and commerce software offerings - why is this interesting to marketers? David, Babak and Anand get into an interesting conversation around business priorities and letting go… Fail of the week? Google has been shutting down products at will in recent times, and we wonder if this is reckless or is Google actually in tune with younger consumers who don’t mind moving more flexibly through services? We have a useful discussion about how entrepreneurs and high-growth companies could approach innovation (Does Google’s ‘fail fast’ approach work in all cases? Why innovate in the first place?)

It's time to demystify your marketing data and customer data platforms (CDPs) with author, Marketing Data Consultant, and Founder of the CDP Institute, David Raab. Data is such a big part of marketing today and it's becoming more and more necessary to rely on technology to gather and organize customer data. This episode will teach you all about the purpose of using a CDP to organize your gathered data for marketing use.   Takeaways: Figure out your own requirements and use cases then find a tool that does what you need. Don't just use tech because it's what everyone else is doing. It's easy to overlook your requirements gathering. Think about what you need to do first. Determine tasks you need your marketing tech to accomplish then sit down with the salesperson to find out how that product will work for you. When deciding to gather marketing data, put together the strategy first, develop your process and leave the technology for later. When it comes to multi-touch reporting, do it right. Get your data first then normalize it. Customer Data Platforms make your collected data easy to understand by building a database. They get all the data together in one place then enable your systems to use it. Involve your IT department in implementing the technology for system and security purposes but the Marketers should be the ones running the platform and making the decisions on the technology's use.   Links: Twitter: @draab LinkedIn: https://www.linkedin.com/in/david-raab-22146b/ CDP Institute site: https://www.cdpinstitute.org/ Website: http://raabassociatesinc.com/ Blog:  http://customerexperiencematrix.blogspot.com/

In this episode, David Raab, Anand Thaker and Chitra Iyer talk about why Enterprise size consumer companies are evolving their approach to Direct-to-Consumer (D2C) Consumer Experience (CX); we hear first-hand from David Raab on key findings from the CDP Institute’s latest CDP Industry Update 2019; Alibaba’s latest European acquisition and a couple of fun hails and fails. ALL THAT in under 27 minutes. Welcome to the 2019 season of the Talking Stack. TREND OF THE WEEK: From 2.00 to 11.00: we talk about CX in the context of CES, where Enterprise consumer brands are looking for the next big thing in D2C consumer experiences; and (at 6.30) the trend of tech and consulting companies acquiring digital/creative agencies – why/ what is it about CX today that is necessitating these trends? We have a theory. (Thanks to mParticle’s The Mobile Moment newsletter (9th Jan 2019 issue) for flagging the trend; and to Ziff Davis B2B’s Vivek Shenoy for putting together the list of Tech/consulting acquisitions!) Some reference links: - Accenture has already conducted 15 acquisitions since October, and has USD 1.5 b in its acquisition kitty - https://newsroom.accenture.com/subjects/acquisitions/ - TCS recently acquired a digital agency. Word is they are building an M&A team out of SF and Mumbai - https://www.tcs.com/tcs-acquires-w12-studios-award-winning-london-based-digital-design-studio - Infosys has acquired a couple of companies, with one focused on marketing & advertising - https://www.crunchbase.com/search/acquisitions/field/organizations/num_acquisitions/infosys - Capgemini acquired a digital studio - https://www.capgemini.com/gb-en/news/capgemini-expands-its-network-of-digital-design-studios-with-acquisition-of-uk-based-adaptive-lab/ - Publishers, like NYT, have acquired martech and digital agencies - http://www.adageindia.in/digital/publishers-snapped-up-marketing-agencies-at-unprecedented-rate-in-2016/articleshow/56626280.cms REPORT FOR THE WEEK: At 11.00, we dive into the CDP Industry Update 2019 – the latest report from The CDP Institute Report: David Raab, Founder of the CDP Institute takes us through 3 notable trends impacting the space as it evolves. Find the report on the CDP Institute Library NEWS OF THE WEEK: At 17.00: We question why Chinese firm (and Amazon competitor) Alibaba’s Euro 90 Million acquisition of German open source data streaming company Data Artisans matters to marketers in America FAIL FOR THE WEEK: 20.30: Why marketers should care that consumer’s locational data is freely available to ‘bounty hunters’ for $300 a pop.. HAIL FOR THE WEEK: 24.00: Cathy’s New Year ticket pricing gaffe started as a fail but ended up as a hail- finally, for the hapless customer. And what David’s dog Teddy (who probably snagged a cut-price business class seat from Vietnam to Canada) thinks of it all. At 26.00: our Guest for next week: Ginger Conlon, editor of The Drum, joins us fresh from CES. We’ll be talking about the D2C tech that caught her fancy, and everything that makes the news between now and then! You can find this discussion, and many more, by subscribing to the Talking Stack on iTunes and Soundcloud; or just visit the Podcast Page on MarTech Advisor to browse all our podcast episodes, listen and follow! We’d love your thoughts. Tag us with your comments and ideas directly on social media, and don’t miss adding #TalkingStack; or leave us a review on itunes! @martechadvisor @MoreMarInTech @dRaab @anandthaker Follow MarTech Advisor on LinkedIn for the latest MarTech updates!