PHOTO:
Justus Menke | unsplash
Christmas is eight months away, but I already know whatâs on every CMOâs wish list: a customer data platform (CDP). Following years of increasing interest and scrutiny, analysts the world over are touting the potential of CDPs in 2021 and beyond.
For decades, digital marketers have focused on catering the right content to the right customer via the right experience. All of those experiences generate massive amounts of user and behavioral data. While basic analytics capabilities are table stakes for most of these digital solutions, a true understanding of the power of that data is a recent revelation for most. Whether itâs due to the death of third-party cookies or new regulations like GDPR and CCPA, owning and managing first-party data has never been more important. CDPs offer a promise to digital marketers to manage, activate and measure data in a central and holistic approach.
PHOTO:
Charles Deluvio
Some say that curiosity didnât kill the cat, indecision did. The CDP category is teetering dangerously on the edge of the catâs fate. 2021 will be the year that indecision disappears.
David Raab, founder of the CDP Institute, coined the term customer data platform (CDP) in 2013. By 2016, interest in the category began to take off and by 2018, CDPs went mainstream. As we finish the first week of 2021, the category faces its toughest challenge yet: to prove whether it belongs.
Originally created with the purpose of being a marketer-managed system that creates a unified customer database that is accessible to others, today almost every marketing technology category has a vendor calling itself a CDP. We re not going to try to make sense of this market (we did that last year), but we would like to examine some changes we believe is coming this categoryâs way.
How to Use Your Phone to Pay for Gas
Thanks to smartphones, it’s no longer necessary to stick your credit card into a grimy machine to pay for gas. There are a couple of different methods you can use to pay with your phone. We’ll show you how.
The two different methods are physically tapping your phone to the pump or paying from an app. With tap-to-pay, your phone essentially becomes your credit card, and you simply tap it to the contactless reader. The latter involves paying from an app from the comfort of your car.
Tap-to-Pay
NFC is a feature on many smartphones that allows devices to communicate over a short distance. In the case of mobile payments, NFC is used to securely transmit payment credentials. Your phone takes the place of your credit card.