Connect with us

MARKETING

CDP vendors and questions to ask them

Published

on

CDP vendors and questions to ask them

When it comes time to purchase or upgrade a customer data platform (CDP) for your organization, the demo can be the best way to really understand what a particular vendor offers.

Which CDP vendors should I consider?

First, you have to find the right vendors. Here’s how to do that:

  • Inventory all your databases and martech applications and be sure all stakeholders weigh in on which data and system integrations are priorities. CDPs offer numerous out-of-the-box connectors and APIs to make the integration process faster and more seamless. Prioritizing the applications you want to integrate first, makes it easy to ID vendors with programs that already have native connections to them.
  •  Speak to your marketing peers to find out who is using which CDP vendor and why. (Many of the vendors also provide whitepapers and interactive tools that can help.)
  • Once you know which vendors meet your criteria, send them the list of capabilities you need and set a timeframe for them to reply.
  • Decide whether or not you need to engage in a formal RFI/RFP process. This is an individual preference. However, be sure to give the same list of integrations to each vendor to facilitate comparison.

The next step is setting up demos.

Why should I schedule a CDP demo?

Demos are an opportunity to assess both the systems and the companies behind them. The second part is every bit as important as the first. You want to see who responds well under pressure, who has a fixed way of doing things versus who can adapt to how you need it done.

Schedule all the demos relatively close to each other to help make relevant comparisons. Also, make sure all potential users and stakeholders are on the demo call. Ask them all to keep in mind these questions:

  • How easy is the platform to use? 
  • Does the vendor seem to understand our business and our marketing needs? 
  • Are they showing us our “must-have” features?

Explore platform capabilities from vendors like Blueconic, Tealium, Treasure Data and more in the full MarTech Intelligence Report on customer data platforms.

Click here to download!

Advertisement

Questions to ask the CDP vendors

To help you navigate the demo, here are a few questions to ask each vendor:

  1. How does the platform provide identity resolution? How does it stitch data points together?
  2. How does it handle both structured and unstructured data?
  3. How does it ingest and manage offline data?
  4. How does it monitor integration success and/or failures, and report on data variances or anomalies?
  5. How does it handle connectors and integrations with outside martech systems?
  6. Are your “must have” integrations rock solid?
  7. What is the CDP’s approach to integrating with the specific martech systems that your company uses? Just because a connector exists doesn’t mean it will necessarily work for your organization and how you use that third-party platform.
  8. How does the platform allow users to create customer segments based on behaviors and preferences?
  9. How does it employ machine learning for data analytics, such as predicting customer trends and patterns?
  10. How can we send personalized and targeted messaging from the CDP?
  11. How can we use the CDP to coordinate and track multi-step marketing campaigns?
  12. What data security regulations does the platform comply with?
  13. What data security certifications does the platform have?
  14. Can we pay the software license month-to-month? Or is an annual contract required? Is there a short-term contract or an “out” clause if things don’t work out?
  15. Will there be a price increase when I renew next year — if so, how much? Will the vendor commit to capped increases over a period of years?
  16. What are the additional fees? (i.e., set-up costs, add-on features, API, quotas)?
  17. How long is the onboarding process typically? Will we have a dedicated resource? Who will be the day-to-day contact?
  18. What is the level of support included in the price? What support is additional?
  19. Who pays if your system/team makes an error?
  20. Will our support team work with us to test new features and assess the results?

Our new report, “Customer Data Platforms: A Marketer’s Guide” is now available for free download.


Get MarTech! Daily. Free. In your inbox.

Advertisement

Customer data platforms: A snapshot

What they are. Customer data platforms, or CDPs, have become more prevalent than ever. These help marketers identify key data points from customers across a variety of platforms, which can help craft cohesive experiences. They are especially hot right now as marketers face increasing pressure to provide a unified experience to customers across many channels. 

Understanding the need. Cisco’s Annual Internet Report found that internet-connected devices are growing at a 10% compound annual growth rate (CAGR) from 2018 to 2023. COVID-19 has only sped up this marketing transformation. Technologies are evolving at a faster rate to connect with customers in an ever-changing world.

Each of these interactions has something important in common: they’re data-rich. Customers are telling brands a little bit about themselves at every touchpoint, which is invaluable data. What’s more, consumers expect companies to use this information to meet their needs.

Why we care. Meeting customer expectations, breaking up these segments, and bringing them together can be demanding for marketers. That’s where CDPs come in. By extracting data from all customer touchpoints — web analytics, CRMs, call analytics, email marketing platforms, and more — brands can overcome the challenges posed by multiple data platforms and use the information to improve customer experiences. 

Dig deeper: What is a CDP and how does it give marketers the coveted ‘single view’ of their customers? 


Advertisement

About the author

Pamela Parker

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.

Advertisement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Trends in Content Localization – Moz

Published

on

Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How AI Is Redefining Startup GTM Strategy

Published

on

How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

More promotions and more layoffs

Published

on

More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

Advertisement

Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

PX3zocqNZfzMbWNEZhW9dZnAgkdPrLW8fjkrbVrcEkrNJpJiXrVKkjlQ0Tzuj8YKh Ht9HTEvmxDDt0ZsntfYiZHS0NJ7zEZ 6yMT3OjZajbaXBFV1D2Pk5euJeHKdRuzOzM5ZUxwNtsVNaiIbNrd Q

Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

FIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fcFIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fc

Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

Advertisement

Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS