Matthew Niederberger - Martech Therapy (Page 11)

digital analytics

Measurecamp Amsterdam: The (un)conference that brought it all back

A day of reconnection, community, and data therapy, with socks, sunshine, and spontaneous podcasting.

After 20+ years in digital analytics and Martech, I thought I’d seen it all. But my first Measurecamp Amsterdam was a reminder of everything that still excites me about this field.

No fixed agenda. No stages or egos. Just brilliant people posting their ideas on a board and running with them. From analytics therapy to building your own tracking stack, to hard truths about data quality. It was a refreshing mix of energy and honesty.

And then there were the people. Old friends, new voices, and moments that will stay with me for a long time. I even recorded

marketing technology

The CDP Reboot: The Stall

When every CDP started to look the same 🍎 🍎 🍎

Welcome to Part 2 of the #CDPReboot series. In Part 1, I unpacked the promise that made Customer Data Platforms (CDPs) one of the most hyped Martech innovations of the past decade. This time, I’m digging into what happened when the hype peaked, the market flooded, and suddenly... every CDP looked exactly like the next one.

Let’s just say it wasn’t pretty. But it was predictable. And frankly, we all saw it coming. When a technology trend catches fire and every vendor wants in, you don’t get clarity. You get conformity.

A feature list you’ve

dinmo

Is it still safe to trust US cloud tools with your data?

Why European businesses are rethinking where their customer data lives.

What happens when your customer data is governed by the wrong jurisdiction?

In this episode of Couch Confidentials, I sit down with , CEO and co-founder of DinMo, a composable CDP vendor headquartered in Paris. With growing political tensions between the US and Europe, and cities like Amsterdam actively moving away from US-hosted platforms, I wanted to understand whether it’s still safe—or smart—for European companies to continue relying on US-based cloud tools.

Oussama offers a candid look at the risks European businesses face when their data leaves the continent, and why composable, locally governed architectures are gaining traction.

marketing technology

The CDP Reboot: The Promise

Part 1 of 4: Exploring the original promise of CDPs.

This is Part 1 of my four-part #CDPReboot series, where I take a critical look at the evolution, saturation, and potential rebirth of the Customer Data Platform (CDP) category.

In this article, I explore the promise that launched the CDP category: what it was supposed to solve, why it caught fire so quickly, and how that same momentum led us into murkier territory. It all started with good intentions, a mess of Martech tools, and a lot of scattered data pipelines.

The Context: Data fragmentation was killing marketing

So, in the early 2010s, I watched marketing departments struggle with a

marketing technology

Has the CDP category failed? Amperity’s CTO Derek Slager weighs in.

Why no one had a customer 360 and why CDPs still haven’t truly delivered.

Nine years ago, nobody had a unified customer view, yet every consumer brand wanted one. So why was it so hard to build?

In this episode of Martech Therapy's podcast Couch Confidentials, I sit down with Derek Slager, Co-Founder and CTO of Amperity, to dive deep into the evolution (and limitations) of Customer Data Platforms. Derek shares how Amperity grew out of the frustration that no one had truly solved the “customer 360” problem, and why that challenge still haunts brands today.

“We’ve always been a little out of place in the CDP category. Our obsession is getting

customerdata

Why I’m rebooting the CDP conversation...

The Customer Data Platform (CDP) category was built on a promise, clean, unified data and a single view of the customer. For a while, it looked like it might actually deliver. Then came the vendor land grab, the copycat features, and the acronyms no one could keep straight.

As a longtime CDP consultant, I’ve seen the best and worst of it, on the ground, inside orgs, in meetings where the tech made sense and where it absolutely didn’t.

So I’ve decided to do something about it.

This four-part blog series, The CDP Reboot, dives into how we

Posts by Matthew Niederberger