Customer data platforms are critical components of many martech stacks. The space is also constantly changing. Here are the CDP experts to follow.
The CDP Institute defines a customer data platform as “packaged software that creates a persistent, unified customer database that is accessible to other systems.” That’s a great place to start, but the CDP space is constantly evolving. A number of high-profile CDPs have been acquired by broader digital experience platforms over the past few years; big players like Adobe and Oracle have created their own CDPs; and rather than ingesting data from numerous sources, some CDPs are now offering the option of connecting directly to organizations existing data lakes.
To keep up with developments in this key martech category, here — in alphabetical order — are the CDP thought leaders you need to know.
Tasso Argyros
Tasso was the founder of enterprise CDP ActionIQ and has steered the company as CEO for almost ten years. A prolific thought leader in the CDP space, he has recently been making essential connections between customer data and customer experience. As a board member at Bayesian Health, he’s also involved in driving AI innovations for healthcare.
- LinkedIn: Tasso Argyros (8K followers)
- Twitter: @tasso (2.1K followers)
Ben Bloom
With almost six years under his belt at Gartner, Ben has recently focused on innovative approaches to customer data collection and management based on the firm’s so-called “Maverick” research. He has also been a frequent contributor on CDPs to the Gartner Blog Network.
Greg Krehbiel
A regular MarTech contributor, Greg is a self-employed consultant, mainly focused on CDPs but also offering a wide range of other marketing advisory and troubleshooting services. An extensive career in publishing led him to his interest in innovative technology and all aspects of online marketing.
- LinkedIn: Greg Krehbiel (2.3K followers)
- Website: The Krehbiel Group
David Raab
An instantly recognizable face in the CDP thought leadership space, David is the influential founder of the CDP Institute, a vendor-neutral project that took the initiative of defining CDPs and has continued to follow their evolution. The Institute offers a number of educational programs and certifications. Membership is free. Through Raab Associates, Davis also offers consultancy services on marketing technology.
- LinkedIn: David Raab (9.6K followers)
- X/Twitter: @CDPInstitute (2K followers)
- Website: CDP Institute
David Wallace
David is research director for customer data and analytics at marketing intelligence firm IDC. This follows a substantial career bringing products and services from the analytics and data management vendor SAS to the financial services space. His interests range from fintech through digital transformation and customer experience with a focus on CDPs. He is the author of “76.5 Ideas to Kickstart Your Marketing”
- LinkedIn: David M Wallace (2.6K followers)
Zack Wenthe
Zach calls himself a “CDP evangelist.” He’s currently director of customer marketing and thought leadership at enterprise CDP Treasure Data. He’s a frequent public speaker and podcast guest. He also advocates for the impact of powerful storytelling on business bottom lines.
- LinkedIn: Zach Wenthe (2.6 K followers)
- X/Twitter: @zwenthe (1K followers)
- Newsletter: The Storyteller’s Edge
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