August 30, 2019

Gartner Lists CDP as Transformative Technology

Gartner Lists CDP as Transformative Technology

Gartner

Customer Data Platforms rank among the four trends that will transform how marketers run their technology, according to Gartner’s latest Hype Cycle report. Gartner points to confusion about the purpose of CDPs and overlap with other technologies. Fair enough. CDPs are about to enter the dreaded Trough of Disillusionment, which is expected but still not fun.

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B2B CDP Mintigo Bought by Anaplan

Demand Gen Report

One CDP that won’t ride the Hype Cycle is B2B predictive analytics system Mintigo. They were just bought by business planning vendor Anaplan, which seems more interested in their staff than the product. The once-hot B2B predictive category is struggling: Lattice Engines was bought by Dun & Bradstreet, Radius is scrambling, and 6sense now positions itself as ABM orchestration. Blame AI tools embedded in CRM, marketing automation, and pretty much everything else.

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No Correlation Between Online and Offline Conversations: Engagement Labs Study

Engagement Labs

Changing the subject a bit, Engagement Labs found that there’s literally zero correlation between online and offline conversations about companies. Their message is that both are important but must be measured separately. Good point.

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