Keep control of your data: Thursday’s Daily Brief

There are allegations that Amazon exploited the data of other companies selling on its platform.

DAM is more than a tech tool

In the first of a series of articles on getting digital asset management, DAM consultant Mark Davey emphasizes that preparedness is the key to DAM success. Fact one: “Digital Asset Management is a metadata engine that can drive your content through a myriad of channels on a ton of devices with the automation and analytics your business needs to compete today and in future digital ecosystems.”

Mistake one: “Everyone goes looking for a vendor first.” Technology is only a small part of getting DAM right. A lack of preparedness, meaning siloed stakeholders, reluctance to change, and no overall digital transformation strategy, can’t be compensated for by the choice of a DAM solution. “DAM is a little different from buying a traditional piece of software to run your workflows and processes,” he writes. “DAM is not only a software tool; it is a strategy that needs project management, change management and a vision, with the right resources necessary to drive it.”

This series will examine each aspect of DAM from a strategic standpoint, what the client needs to do in terms of preparedness, and getting management buy-in with the right metrics, including the project management implications of an end-to-end content lifecycle process.

Choosing and implementing a CDP  

Given the changing marketing landscape, having a holistic understanding of customers is essential. This is why more businesses are turning to customer data platforms (CDPs) to help improve their efforts.

“Last year, 2020, just accelerated the digital growth across the world,” said Ekta Chopra, CDO at e.l.f. Beauty, in her recent MarTech presentation. “You’re swimming in data, but 75% of that data is not actionable. 13% is aggregated and everything else is probably not. And 44% of the data is not real-time.”

Storing and collecting vast amounts of customer data isn’t enough. Your organization’s CDP needs to provide actionable insights as well.

CDPs and CRMs, some ground rules  

Responding to Editorial Director Kim Davis’s editorial in (October 20, 2021)’s Daily Brief, “I say CDP, you say CRM,” David Raab, founder of the CDP Institute, took Kim to task for perpetuating some confusion. With his permission, we published his comments.

You do your readers a huge disservice by conflating CDP and CRM. Yes, both store customer data – as do data lakes, data warehouses, marketing automation, email engines, personalization tools, web content managers, and a host of other systems.  Each of those is designed for a specific purpose and stores customer data in a way that fits that purpose. 

CRM also has its own purpose – to support sales and service agents when speaking with customers – and is optimized for it.  CRMs are notoriously bad at dealing with data that was imported from elsewhere, and with unstructured and semi-structured data types. They’re generally poor at sharing their data with other systems.   

CDP has a different purpose – to combine all customer data into shareable profiles.

Quote of the day

“As consumers demand more transparency, and new laws and regulations come into effect, brands must reconsider their data practices and think beyond legal compliance to stay in the game.” Priscilla Debar, Associate General Counsel, Acoustic (in her recent MarTech conference talk, free registration required)

The post Keep control of your data: Thursday’s Daily Brief appeared first on MarTech.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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