Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts.
With the rapid proliferation of customer data platforms (CDP Institute counts more than 100 vendors) comes a need for support. On AdExchanger Talks this week, Actable CEO Matt Greitzer discusses the nascent competitive set of service companies that has emerged to help companies configure and deploy their CDPs.
“If you’re a marketer today, you’ve got data from your website, email, mobile app, events, in-store and other sources,” Greitzer says. “There is this incredible need for some way of utilizing data. That’s the function of a CDP – to stitch data together from different sources.”
As with most software companies, CDPs would prefer not to provide managed services directly, though it happens sometimes (“because they need to create power users and because most of the power users are in their organization,” Greitzer notes.)
Long term, a services ecosystem is likely to emerge, and we’re seeing the beginnings of it now.
Turns out, CDP consulting and execution services bear scant resemblance to traditional agency services. Among the differences: Clients have less tolerance for error when their first-party data is at stake than they do with campaign work.
“Marketers have media budgets set aside for testing,” Greitzer points out. “In the first-party data space, because you’re dealing with existing customers, it kind of has to work.”
Continue reading »