In the past year alone, Google searches for "Customer Data Platform" and "CDP" have increased over 200%, yet there still seems to be a lot of disparity among marketers and vendors alike as to what a CDP really is.
Enter David Raab and the Customer Data Platform Institute.
With over 30 years of experience consulting global 1000 companies on marketing software and service vendor selection, Raab saw firsthand the confusion retailers were facing when trying to understand how to best aggregate massive amounts of omni-channel customer data and use it to drive highly targeted marketing campaigns.
In 2016, Raab founded what is known as the Customer Data Platform Institute - a vendor-neutral institute that provides information about issues, methods, and technology related to Customer Data Platforms. By providing educational materials and best practice guidelines and benchmarks, the Customer Data Platform Institute's goal is to not only help retailers gain a better understanding of how CDPs can impact their company's marketing strategy, but to also give vendors the necessary information to determine which CDP vendor makes the most sense for their unique business objectives.
Check out this short video where David Raab gives a high-level overview of CDPs, what makes them different from other platforms, and why you should be considering one:
If you already know you need a CDP, but you're trying to wade through different vendors and determine which one is the right fit for you and your business, Raab is a good resource for this too. He gave a fantastic presentation at the 2018 CDP Summit, where he discussed the Customer Data Platform Institute's new Vendor Landscape Comparison Report and shared how use cases can drive your CDP vendor comparisons. You can watch the recording here, and you can download the Vendor Landscape Comparison Report from the Institute website. This report lays out all the current CDP vendors and gives you a side-by-side comparison of their abilities and functions.
On April 18th at 1 pm EST, AgilOne will be hosting a webinar with David Raab where he will be sharing insights on current CDP trends, sharing use cases from current B2C brands, and reviewing the specific questions you should be asking CDP vendors during evaluation. Whether you are still trying to determine if a CDP is the right fit for you, or you're in the middle of vendor research, this is a webinar you won't want to miss.