Keith Dawson's Analyst Perspectives

Customer Data Platforms: Essential for Effective Customer Experience

Posted by Keith Dawson on Mar 16, 2021 3:00:00 AM

Since customer data platforms (CDP) emerged in the marketplace about five years ago, there has been debate about what roles they fill, especially within customer service organizations. They were originally developed by small software firms to provide marketing teams with a comprehensive view of customer records. Those records could be scattered throughout an organization, siloed by system and department. CDPs were an attempt to shortcut integration processes that are long, expensive and often custom-designed.

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Topics: Customer Experience, Marketing, Data Governance, Data Lake, Data Preparation, Information Management, Contact Center, Data, intelligent marketing

Teradata Vantage CX: The Real Customer Data Platform

Posted by Keith Dawson on Dec 8, 2020 3:00:00 AM

Teradata is not a name that is commonly associated with the customer experience marketplace, but that is likely to change as customer experience (CX) practitioners wrestle with the problems created by the multiple streams of data thrown off by the many applications and customer touchpoints they have to manage. Teradata’s Vantage CX is a tool for ingesting and managing customer information at great scale, combining the functions of a modern CDP with the analytics that makes customer data actionable.

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Topics: Customer Experience, Marketing, Analytics, Business Intelligence, Contact Center, Data, Digital Marketing, Digital Commerce, AI and Machine Learning, intelligent marketing