Similar to the Former Email Tools, there are the Customer Engagement Platforms. Great delivery channels who have called themselves CDPs for many years now. They have largely been limited (3 - 6 month) stores of app and web event data, and are now taking steps to build sync with the data warehouse.
Great article and context. Fully agree that high-quality analytics data has great potential to be activated (but repurposing often comes with tradeoffs). I think it is interesting that your article does not mention personalization (not a complaint) … AKA data activation. In my experience working with integrated analytics, I find that CDP data does not make for idea analytics data, but is suited for (often designed for) powering personalization. Designing a web tracker that is intended for granular, high-quality analytics and activation is the way forward.
I stayed away from personalisation since I saw most of these effort fail on the operations end. So far there is no team that can produce text and image to scale personalisation. This will be a big thing when AI can produce brand-safe texts and images on scale. This will be the next explosion.
How do you define idea analytics data? That sounds interesting.
I am still sceptical about web trackers in general. But in the personalization game they play a core role.
Is there a term for this process where they become CDPs almost by virtue of success? I guess verticalisation, bundling or something along those lines. I see it in the domain of vertical specific (fintech) data tools, where they all become some version of a CDP eventually (Risk Data Platform) with much the same characteristics as a CDP but specifically around financial services decisions
Thanks - That is an interesting thought. So there might be a natural gravity point where things are leading to. That might be right with CDPs. Marketing use cases (like all revenue promise can create a big gravitation field).
Gravity is what I was thinking too, where at some point you cannot attract new customers without positioning yourself against some general purpose product.
I wonder if this is why CDP always felt confusing from a data eng/analyst perspective (besides the fact that it was sold to marketing), no one started as a CDP, they just became a CDP. Your point here really resonated with me with "The no-formers".
Thank you for the shoutout and everything here is spot on!
Very thoughtful article, Timo.
Similar to the Former Email Tools, there are the Customer Engagement Platforms. Great delivery channels who have called themselves CDPs for many years now. They have largely been limited (3 - 6 month) stores of app and web event data, and are now taking steps to build sync with the data warehouse.
Do you have some example of Customer Engagement Platforms?
Platforms like Braze, Insider and MoEngage.
Yeah - They are similar like the former E-Mail providers. But we could easily add them to the list.
Great article and context. Fully agree that high-quality analytics data has great potential to be activated (but repurposing often comes with tradeoffs). I think it is interesting that your article does not mention personalization (not a complaint) … AKA data activation. In my experience working with integrated analytics, I find that CDP data does not make for idea analytics data, but is suited for (often designed for) powering personalization. Designing a web tracker that is intended for granular, high-quality analytics and activation is the way forward.
I stayed away from personalisation since I saw most of these effort fail on the operations end. So far there is no team that can produce text and image to scale personalisation. This will be a big thing when AI can produce brand-safe texts and images on scale. This will be the next explosion.
How do you define idea analytics data? That sounds interesting.
I am still sceptical about web trackers in general. But in the personalization game they play a core role.
Excellent article.
Is there a term for this process where they become CDPs almost by virtue of success? I guess verticalisation, bundling or something along those lines. I see it in the domain of vertical specific (fintech) data tools, where they all become some version of a CDP eventually (Risk Data Platform) with much the same characteristics as a CDP but specifically around financial services decisions
Thanks - That is an interesting thought. So there might be a natural gravity point where things are leading to. That might be right with CDPs. Marketing use cases (like all revenue promise can create a big gravitation field).
Gravity is what I was thinking too, where at some point you cannot attract new customers without positioning yourself against some general purpose product.
I wonder if this is why CDP always felt confusing from a data eng/analyst perspective (besides the fact that it was sold to marketing), no one started as a CDP, they just became a CDP. Your point here really resonated with me with "The no-formers".
No one starts as a CDP - al the successful ones become a CDP. Love this❤️😄