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PHOTO: Mohamed Nohassi | unsplash As customer data platforms (CDPs) evolve from technical, database-focused solutions to data-fueled customer experience enablement platforms, vendors have increasingly focussed their messaging on CDP-enabled outcomes: seamless omni-channel brand experiences, higher retention rates, better ROI. One prominent message has been around the ease of use for marketers â the primary users of a CDP. âA CDP should enable near-100% independence from IT by allowing business teams to perform tasks that previously required IT, such as advanced segmentation, attribute creation, predictive model usage and data activation,â said James Meyers, head of martech strategy at ActionIQ, a CDP vendor that has been stressing the importance of a marketer-friendly UI to enable more independence. ....
PHOTO: Matt Seymour | unsplash The effects of the global pandemic have put marketing teams, like most business functions, under pressure to cut costs and deliver more. The martech stack, which takes the highest share of marketing spends (26.2% according to the Gartner CMO Spend Survey 2020-2021), has over the years witnessed unseemly bloat, and will likely be one of the first areas to be slimmed to drive efficiencies and cut redundancies. While many factors may have added to the bloat â marketers scrambling to deal with the omni-channel reality, the D2C onslaught from start-up challengers and disruptions that suddenly drove everyone online â digital marketing itself continues to grow and the urgency for a rational, responsive, CX-first stack isn t going anywhere. ....
Moderator Erik Puknys, partner at Finnegan in California, asked a panel of global experts today how they see the trend of anti-anti-suit injunctions playing out in the future, and how policy makers should respond. Chitra Iyer, head of IP and standards at Philips in India, said she doesn’t know if it’s an interesting or a scary development. “When we first heard about it a few months back, it was scary enough, but now we see this trend of forum shopping with implementers using it for their own advantage. The scary part is you have a portfolio of 61,000 patents, and you spend a lot on maintaining ....