cdp - Martech Therapy (Page 6)

If the warehouse can think, what’s left for the CDP?

A critical reflection on Databricks, data gravity, and what comes next.

Nope, this isn’t an analysis of a press release. We’ve seen all Databricks partners do that generously all over LinkedIn. It’s a reflection, a personal one (I had some spare time over the weekend), on something that’s been building quietly in the background and what it means now that someone has taken a concrete step forward. That someone is Databricks.

Last week, Databricks launched something called Data Intelligence for Marketing. And sure, you could skim the headline and file it under “AI feature drop.” But that’s not what caught my attention.

What stood out was

Are MCPs the USB-C of AI? Tealium Thinks So

A conversation with Tealium’s Sav Khetan and BJ Allmon about MCPs, AI integration, and the role of CDPs in a multi-agent world.

In this episode of Diagnosis Demo, I sit down with Sav Khetan and BJ Allmon from Tealium to explore their recent implementation of MCPs (Model Context Protocols). We discuss what MCPs mean for real-time AI integration, how Tealium positions itself as an AI enabler, and why the future might just belong to multi-agent architectures. We also demo a real use case that shows how fast and powerful Tealium's setup really is.

Watch to see:

A working demo using Tealium’s Moments API and MCP integration in a simple chatbot
The difference between MCP and A2A protocols
Why data orchestration, not

Contextual CDPs: Building the bridge

Part 4 of 6: What connects today's CDPs to tomorrow’s agent-driven context

If the first three parts of this series explored what’s possible when context becomes the driving force behind customer data, then this one asks a more grounded question:

How do we actually get there?

I’ve spoken with teams who are genuinely excited by the idea of using memory, inference, and context to make their CDPs smarter. But many feel stuck between inspiration and implementation. They see the potential, but don’t quite know where to start.

Let’s be honest, the martech stack is already complex enough. The last thing anyone wants is to bolt on a new

Contextual CDPs: Trust as a feature

Part 3 of 6: Why identity graphs can’t create relationships, and how context might.

In Part 1, I looked at how model context protocols could reshape the customer profile, from static to dynamic, from collected to interpreted. In Part 2, I spoke about how that same shift could drive smarter, more human orchestration across channels and touchpoints.

But there’s a deeper layer we need to talk about. Not tech. Not tactics. Trust.

Because when our systems start inferring, remembering, and deciding → the stakes change. And our responsibilities as builders shift right along with them.

Dynamic Context == Dynamic Responsibility

With great memory comes great obligation.

Sorry, Uncle Ben.

When we move from static profiles

CDP Reboot: Where are we now?

A candid panel with Dylan Flye and Oussama Ghanmi on the evolution of CDPs, composability, and what comes next.

In this latest installment of the CDP Reboot series, I sat down with Dylan Flye (Simon Data) and Oussama Ghanmi (DinMo) for a brutally honest discussion about the current and future state of Customer Data Platforms.

What started as a debate about the fate of the CDP category quickly turned into something more revealing. We explored why the original promise of CDPs may have overreached, how warehouse-native models and modularity are rewriting the rules, and why AI might not be the silver bullet, but still changes the game.

We didn’t always agree. But we did converge on one thing:

Contextual CDPs: Memory, not identity, is what makes context work

Part 2 of 6: How model context protocols could replace the brittle logic of user tracking.

In Part 1, I explored how model context protocols (MCPs) could shift CDPs from passive data stores into dynamic context engines. Profiles that update themselves in the moment, based on intent, tone, and history. Not just segments, but signals. And now? Let’s see what happens when those signals actually drive decisions… in real time, across multiple touchpoints.

Because here’s the next big unlock: context-aware orchestration.

Real-time isn’t just about speed

Let’s be honest, "real-time" has been one of those buzziest of buzzwords we’ve collectively abused for years. It often means “fast batch,” or “eventual personalization.

Posts tagged with cdp

Dynamic Context == Dynamic Responsibility

Real-time isn’t just about speed