Last week we updated RSG's reviews of three fairly longstanding CDP vendors:
RSG subscribers to our CDP evaluation stream can log in above and see the updates for yourselves. Here I'll just summarize a couple trends reflective in these vendors — and more generally the industry as a whole.
- Quick-start implementation packages
You tend to see these arise in a marketplace when customers struggle to gain near-term value from complicated platforms; vendors put together short-term implementation packages to help you tackle at least one use-case. That's never a bad thing, but when you're selecting a CDP, make sure to identify vendors that can help you across the potential breadth of your scenarios. RSG's RealQuadrant decision support tool can help.
- Growing emphasis on Machine Learning
AI and ML services have traveled with CDP technology since the earlier days, but vendors appear to putting a lot of emphasis here going into 2020. Some of it is surely a marketing arms race. But underneath I suspect that customers are struggling with basic data analysis (especially around segmentation) and decisioning (especially around campaign constructs) and are hoping that, perhaps, a machine can just make key decisions for them. I anticipate some disappointment and long learning curves here.
If your firm does not yet subscribe to RSG's vendor evaluations, you can always download a free sample first.