Marketing promises: “No technical resources needed!” Marketing reality: “Let me Slack the data team again.” Every “self-service” CDP still routes through IT. The only question is how many tickets. The bottleneck isn’t the tool. It’s the org chart.
Category: Data-Driven Marketing
The 22% Problem
Only 22% of marketers actually use their CDP. Not “use it a little.” Use it at all. The other 78% have a very expensive database they occasionally log into. Technology doesn’t solve utilisation problems. Strategy does.
What “Real-Time” Actually Costs
Real-time sounds impressive in the demo. Then you see the invoice. Refreshing 100 segments hourly instead of daily: 25x the compute cost. Every 5 minutes? 50x. The math doesn’t lie. Neither does your budget. Most of what we call “urgent” can wait until tomorrow.
The Orchestration Imperative: Mastering First-Party Data for a Transformative Future
In today’s ever-evolving digital landscape, first-party data has emerged as both a challenge and an opportunity. The privacy tide is rising. Traditional tools like third-party cookies are fading. As a result, businesses are re-evaluating their approach to understanding and engaging with customers. Yet, midst this complexity, one principle stands out: orchestration. Orchestration isn’t just about… Read More
Pal Erik Waagbo 