Here's some new data on the tug-of-war between marketing departments and corporate IT. A study from IT professional network Spiceworks found that IT decision makers influence more tech purchases than business decision makers, although the gap is very small (66% vs 62%) for business applications, which would include marketing systems. The study is especially interesting because it polled both IT and business decision makers and compares their answers. A separate Spiceworks report found that IT buyers want lots of technical and pricing information, while tech marketers are giving them more graphics and company information.
Back to Customer Data Platforms. Here’s a McKinsey article that delightfully calls data activation and personalization “the heartbeat of modern marketing” and then positions CDPs as “solving the ongoing challenge of true personalization”. They describe CDPs as including analytics and decisioning, which is broader than the CDP Institute’s definition. But it’s still a great endorsement. Related: the Customer Experience Matrix blog just published a graphic showing how CDPs relate to other marketing systems.
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