March 24, 2017

McKinsey Puts CDP at the Heart of Modern Marketing

Advertisers Fight for Access to Customer Data

AdExchanger

Advertisers continue to push Google to block placements on offensive sites. It’s an important grievance but the subtext is worry over the control that Google and others have over the placements themselves – control based on closely-held audience data.  It’s no coincidence that the ad industry is also behind Congress’ move to allow internet service providers to sell consumer activity data without consent: this is an alternative route to customer information.  Meanwhile, social content review service Crisp has cleverly added a new service to find unacceptable Web pages and channels and remove them from approved advertising site lists.

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Spiceworks Report: IT Has More Influence on Tech Purchases than Business

Spiceworks

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.

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McKinsey Puts CDP at the Heart of Modern Marketing

McKinsey

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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