David Raab

Arm Ltd. Buys Treasure Data CDP

Customer Data Platform vendor Treasure Data today confirmed earlier reports that it is being purchased by Arm Limited, which licenses semi-conductor technologies and is itself a subsidiary of the giant tech holding company SoftBank. The price was not a...

Salesforce Buys Datorama Customer Data Platform: It’s Complicated

News that Salesforce had purchased Datorama crossed the wire just as I was starting on two weeks of travel, so I haven’t been able to comment until now. This was purchase was noteworthy as the first big CDP acquisition by a marketing cloud vendor. That...

Get Ready for CDP Horror Stories as Customer Data Platforms Enter the Trough of...

It’s nearly a year since Gartner placed Customer Data Platforms at the top of its “hype cycle” for digital marketing technologies. The hype cycle shouldn’t be taken too literally but it does capture the growing interest in CDPs and reminds us to expec...

Interpublic Group is Buying Acxiom Marketing Services for $2.3 Billion. Here’s Why.

Yesterday brought news that Acxiom had agreed to sell its marketing services business to Interpublic Group, a major ad holding company, for $2.3 billion. Acxiom will retain LiveRamp and do business under that name. Acxiom had restructured itself in Mar...

Is the Bloom off the Blockchain Tulip?

Blockchain is the sort of cool technology that should excite me, but for some reason it does not. Part of my resistance is the whiff of humbug that accompanies so many blockchain-based ventures, whose founders often seem more excited about their Initi...

Adobe’s Magento Deal Makes Great Sense

Adobe yesterday announced its purchase of the Magento Commerce platform, a widely used ecommerce system, for a cool $1.68 billion.That Adobe would purchase an ecommerce system was the least surprising thing about the deal: it fills an obvious gap in th...

Will GDPR Burst the Martech Bubble?

Some people have feared (or hoped) that the European Unions’ General Data Protection Regulation would force major change in the the marketing and advertising ecosystems by shutting off vital data flows. I’ve generally been more sanguine, suspecting th...

Facebook, Privacy, and the Future of Personalization

Readers of this blog and the CDP Institute newsletter know that I’ve been fussing for years about privacy-related issues with Facebook, Google, and others. With the issue now attracting much broader public attention, I’ve backed off my own coverage. I...

What I Learned at the Customer Data Platform Workshop

I ran a four hour workshop on Customer Data Platforms this week at the MarTech Conference in San Diego.* The attendees were a mix of marketers and technologists from brands, agencies, and vendor companies. We had surveyed them in advance and found, not...

Building Trust Requires Innovation

Trust has been chasing me like a hungry mosquito. It seems that everyone has suddenly decided that creating trust is the key to success, whether it’s in the context of data sharing, artificial intelligence, or customer retention. Of course, I reached ...

Adobe Adds Experience Cloud Profile: Why It’s Good News for Customer Data Platforms

"A CDP by any other name still stores unified customer data." Adobe on Tuesday announced the Experience Cloud Profile, which it described as a “complete, real-time view of customers” including data from outside of Adobe Cloud systems. The announcemen...

Salesforce Buys MuleSoft and Offers It as a Data Unification Solutions

The Customer Data Platform industry is doing very well, thank you, with new reports out recently from both Gartner  and Forrester  and the CDP Institute launching its European branch.  But the great question hovering over the industry ha...

Picking the Right First Project for Your Customer Data Platform

For the past year, the most common question about Customer Data Platforms has been how they differ from Data Management Platforms. Recently that seems to have changed.  Today, the question everyone seems to be asking is what project they should pi...

State of Customer Data Platforms in Europe

The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg. We’ve seen considerable CDP activity in Europe – nearly one quarter of the CDPs in the Institu...

Will CDP Buyers Consider Private Clouds as On-Premise Deployment?

Most Customer Data Platforms are Software as a Service products, meaning they run on servers managed by the vendor. But some clients prefer to keep their data in-house. So before releasing the CDP Vendor Comparison report – now available here – I added a line for on-premises deployment.

This seemed like a perfect fit: a clear yes/no item that some buyers consider essential. But it turned out to raise several issues:

- on-premises vs on-premise. I originally used “on-premise”, which is how the term is typically rendered. One of the commenters noted this is a common error. A bit of research showed it’s been a topic of discussion but on-premise is now more widely used relating to computer systems.  On-premises actually sounds a bit pedantic to me, but I’m using it to avoid annoying people who care. (Interestingly, no one seems too concerned about whether to use the hyphen. I guess even grammar geeks pick their battles.)

- private clouds. Several vendors argued that on-premises is an old-fashioned concept that’s largely been replaced by private clouds as a solution for companies that want to retain direct control over their systems and data. This resonated: I recalled seeing this survey http://www2.dimensiondata.com/en/Microsites/hybrid-IT-Insights from 451 Research showing that conventional on-premises [they actually used “on-premise”] deployments now account for just one-quarter of enterprise applications and the share is shrinking.


Percentage of Applications by Venue:
24% Conventional (on-premise, non-cloud)
18% on-premise private cloud
15% hosted private cloud
14% public cloud
13% off-premise non-cloud
Source: 451 Research, Strategy Briefing: Success Factors for Managing Hybrid IT, 2017

My initial interpretation of this was the on-premises private clouds meet the same goals as conventional on-premises deployments, in the sense of giving the company’s IT department complete control. But in discussions with CDP vendors, it turned out that they weren’t necessarily differentiating between on-premises private clouds and off-premise private clouds, which might be running on private servers (think: Rackspace) or as “virtual private servers” on public clouds (think: Amazon Web Services). Clearly there are different degrees of control involved in each of these and companies that want an on-premises solution probably have their limits on how far they’ll go in the private cloud direction.

- public clouds. One vendor speculated that most remaining conventional deployments are old systems that can’t be migrated to the cloud. The implication was that buyers who could run a CDP in the cloud would gladly do this instead of insisting on an on-premises configuration. This survey from Denodo suggested otherwise: while it found that 77% of respondents were using a public cloud and 50% were using a virtual private cloud, it also found that 68% are NOT storing “sensitive data” in the public cloud. Presumably the customer data in a CDP qualifies as sensitive. I don't know whether the respondents would consider a “virtual private cloud” as part of the public cloud.  But I think it’s reasonable to assume that a considerable number of buyers reject external servers of any sort as an option for CDP deployment, and that “on-premises” (including on-premises private clouds) is a reasonable term to describe their preferred configuration.

How Customer Data Platforms Help with Marketing Performance Measurement

John Wanamaker, patron saint of marketing measurement. If you’ve been following my slow progress towards a set of screening questions for Customer Data Platforms, you may recall that “incremental attribution” was on the list. The original reason was ...

Will GDPR Hurt Customer Data Platforms and the Marketers Who Use Them?

Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data. This has been a boon for Customer Data Platform vendors, who have been a...

Celebrus CDP Offers In-Memory Profiles

It’s almost ten years to the day since I first wrote about Celebrus, which then called itself speed-trap (a term that presumably has fewer negative connotations in the U.K. than the U.S.). Back then, they were an easy-to-deploy Web site script that cap...

Collapse of Civilization Makes Marketers’ Jobs Harder

Political situations come and go but trust is the foundation of civilization itself. So I was genuinely shaken to see a report from the Edelman PR agency that trust in U.S. institutions fell last year by a huge margin – 17% for the general public and 3...

Simple Questions to Screen Customer Data Platform Vendors

I’ve been working for months to find a way to help marketers understand the differences between Customer Data Platform vendors. After several trial balloons and with considerable help from industry friends, I recently published a set of criteria that ...

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