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.
Tag: Digital Marketing
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.
My take on data-driven marketing
We’re nearing the end of 2024, and since 2020 or 2021, it’s been fairly obvious where we’re headed. Let’s look at some facts. Firstly, privacy laws and the crackdown on big tech have gradually reduced the value of cookie-based tracking. Legislation like GDPR and changes such as Apple’s iOS 14 update have made it harder… Read More
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 