The tools needed to manage your customer data have changed dramatically since the days of “database marketing” in the 1980s. The latest iteration is a CDP, or customer data platform, the subject of our stimulating discussion with David Raab, a leading expert and founder of the CDP Institute. He explains how the tech landscape has become quite complex and continues to morph. The number of systems continues to grow, fed by a proliferation of channels, declining development costs, and easily available funding. Listen in to understand the customer data landscape, why it’s critical to marketing success, and where the technology is going in the future.
Three takeaways:
- We have to search for new technologies with the business result in mind. We have to understand the gaps in our business and identify the missing functionality that any new technology will help us fill.
- CPD is expanding rapidly into many industries.
- Despite the proliferation of MarTech that is in our lives to help us understand our customers and better manage our customer relationships, it's all about the people and the business solution and the technology is a facilitator.
About our Guest
David M. Raab is founder and CEO of the
Customer Data Platform Institute, a vendor-neutral organization with over 10,000
members, which educates marketers and technologists about customer data management.
Mr. Raab was named the Customer Data Platform category in 2013.
Mr. Raab has a long history as an independent consultant helping marketers to understand, find and deploy marketing technologies and vendors. His clients include Global 2000 firms in retail, financial services, telecommunications, publishing, technology, and other industries. He began his career as a marketer in publishing and continuities.
Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School. He has written hundreds of articles and blog posts on marketing technology and regularly speaks and teaches at events around the world.
Meet the Hosts
Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.
Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.
Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.
Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed School of Media and Communications, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!