33 minutes | Feb 11th 2020

The Growth of First Party Data Tech & Campaign CDPs in 2020 |S3 EP 01

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