— By Apoorv Durga —-
Apoorv Durga, PhD 
The term “Composable CDPs” has gained traction amongst MarTech vendors. Proponents of this term promise a new, almost revolutionary approach to managing and activating customer data. But is it new or revolutionary? And by the way, what does “composable” really mean? Let’s dive deeper. In my latest LinkedIn article, “The Real Story Behind Composable CDPs,” … Read more
TL;DR: They Don’t Exist. But Read on… Customer Data Platforms have seen rapid adoption among companies seeking to unify and/or activate their customer data for better outcomes. Borne out of the B2C (Business-to-Consumer) sector, CDP adoption in the B2B (Business-to-Business) sector has been relatively slower. As a B2B MarTech leader, what should you make of … Read more
Almost all packaged MarTech platforms now offer some sort of AI capability. At RSG, we cover nearly 200 tools across ten different MarTech streams. A vendor demo these days is seldom complete without reference to new AI capabilities within those vendors’ offerings. Having AI readily at the disposal – whether to quickly generate new offers, … Read more
When looking at martech vendors and marketplaces, we’ve gotten used to quadrants. They provide a simple visual to plot key players in an industry — almost like a horse race. At a time when most technology marketplaces have hundreds of products — each claiming to be a leader — such… This post first … Read more
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
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
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