— By Apoorv Durga —-
Apoorv Durga 
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
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
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.
“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
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
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
Newest addition to RSG’s newest research stream This post first appeared here: Evaluating the Elastic Path Ecommerce Platform.
While CDP vendors may claim to do everything, the fact is they can’t. This post first appeared here: CDP Marketplace, Circa 2021.
In part 1 of this 3-part series, I explored different options seating personalization capabilities in a larger marketing technology stack context. In part 2 of the series, I looked at different platform components required for building a holistic personalization technology strategy. In this concluding part 3, let’s explore some canonical scenarios that you can… This post first … Read more
In part one of this three-part series, I explained different options regarding where to seat functional personalization capabilities in your overal marketing technology stack. In this follow-up, I’ll explore different platform components required for building a holistic personalization technology strategy. The key premise is that omnichannel personalization requires several related capabilities across a… This post first appeared on … Read more