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Workshop: Making the Most of Customer Data Platforms

Today’s marketers have more data available than ever but struggle to pull it together in a usable format.  Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in data unification and sharing.  Still, marketers are rightly wary: can CDP really deliver on its promise?

This workshop will equip you to answer that question.  You’ll  understand the definition of a CDP, how CDPs differ from other systems, which features are shared by all CDPs and which are found in only some, the most important CDP use cases, how to select the right CDP, how to manage a successful deployment, and where to look next for more information.   A mix of lecture, discussion, and exercises ensures your questions are answered and you come away with a working understanding of key issues and opportunities.

The workshop will cover:

Key takeaways include:

Instructor

David M. Raab is founder of the Customer Data Platform Institute, which educates marketers and technologists about customer data management.  Mr. Raab coined the term Customer Data Platform in 2013 and has been a leader in developing and explaining the concept.

As Principal at Raab Associates, Inc., Mr. Raab has been helping marketers to understand, find and deploy appropriate technologies since 1987. Clients have included major firms in retail, insurance, banking, media, telecommunications, hospitality, technology, and other industries.    Typical projects include marketing process analysis, architecture planning, needs definition, and vendor selection.  Mr. Raab also consults with industry vendors on product and business strategy.

Mr. Raab regularly speaks and teaches at conferences around the world.   He has published hundreds of articles on marketing technology and is author of Marketing Performance Measurement Toolkit (Racom Books, 2009).  Additional research appears regularly on his blog http://customerexperiencematrix.blogspot.com.

Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School.  Prior to Raab Associates, he held senior marketing positions in the publishing and continuity industry.