Data clean rooms: A beginner’s guide

With the deprecation of third-party cookies looming large and data privacy and compliance taking center stage, enterprises have had to adapt their customer data strategies substantially. Many are exploring various approaches, with data clean rooms (DCRs) emerging as a prominent option. What are data clean rooms? A data clean room… This post first … Read more

Should you use your data warehouse as your CDP?

The advent of cloud-based data warehouses (DWHs) has brought simpler deployment, greater scale and better performance to a growing set of data-driven use cases. DWHs have become more prevalent in enterprise tech stacks, including martech stacks.  Inevitably, this begs the question: should you employ your existing DWH as a customer… This post first … Read more

Where should a CDP fit in your martech stack?

Any customer data platform (CDP) must nestle nicely into your martech stack, including your customer data ecosystem. Like many architectural choices, you face few absolute rights and wrongs here, but you have options worth considering.  At Real Story Group, we’ve seen three broad approaches, including variants of each: Licensing a… This post first … Read more

How to Filter the Right CDP Short List

In this article for CMSWIRE, I explore the lenses with which to filter Customer Data Platforms (CDPs) and eliminate vendors that don’t meet business needs. Customer Data Platforms (CDPs) are rapidly becoming a foundational technology piece in omnichannel martech stacks. They can also serve as a key component in broader digital transformation and customer experience … Read more

Goodbye DXPs, Hello Composable Stacks

Clearly there’s a gap between what vendors think is a DXP and how enterprise digital managers look at this space. I examine this further on CMSWire. This post first appeared here: Goodbye DXPs, Hello Composable Stacks.

The Real Story on MarTech: Should you build or buy a customer data platform?

“Build versus buy” in the context of technology marketplaces is a long-running debate. At Real Story Group, we see this debate getting revisited for marketing tech stacks, particularly for customer data platforms (CDPs). Is there a single right approach? I don’t think so, but the details matter here.  So let’s dig… This post first … Read more

Updates to CDP Vendor Research

The CDP line on RSG’s vendor subway map remains perpetually under construction, particularly as we see new approaches for customer data management and activation emerge. Data lake-house platforms like Snowflake are building data management capabilities, products like Rudderstack and Aqfer are providing a subset of CDP-like capabilities. Continue reading on RSG blog: Updates to CDP Vendor Research. … Read more

MarTech: Building the Culture of Innovation

Good folks at N. L. Dalmia Institute of Management Studies and Research invited me for their International Marketing Conclave. The conclave’s theme was “MarTech: Building the Culture of Innovation”. So how do you go about building a culture of innovation and how does it connect with Martech? I covered these five themes that impact culture … Read more

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