The rise of the customer data platform as marketing’s ‘central nervous system’

Posted by

In all the talk about marketing technology stacks throughout the sessions held during our MarTech Conference in Boston last week, several themes emerged. One of those themes was around the question of centralization, tool connectivity and the rise of customer data platforms (CDPs) becoming the heart of the tech stack.

Doc Martens VP of Digital & E-commerce Kyle Duford refers to his company’s CDP as “the central nervous system” of its marketing corpus. “Everything runs through that one platform,” he told the audience. The brand uses custom mapping techniques for IDs, and “Lytics is linked in to everything” else in the stack.

Cate Twohill, senior director of technology solutions at Boston’s public media outlet, WGBH, discussed the central role RedPoint Global’s customer engagement platform plays in the media group’s donor marketing efforts. The platform “provides a single point of execution across all channels,” she explained, including direct mail and email campaigns.

With direct mail efforts, in particular, duplicate records became an expensive problem for the non-profit. The group found it had 80,000 duplicate accounts when the data first ran through RedPoint’s system.

[Read the full article on MarTech Today.]

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.


Leave a Reply

Your email address will not be published. Required fields are marked *