customer data platform - Martech Therapy (Page 8)

The CDP Reboot: The Disillusionment

Part 3 of 4: Why the tech wasn’t the problem.

You bought the platform. You connected the data. The vendor promised it would all come together.

But somehow... it didn’t.

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Welcome to Part 3 of the #CDPReboot series. This one’s about the part no one really wants to admit: that the technology mostly worked, but the context around it didn’t. And that’s where things started to fall apart.

This is not an exposé of CDPs. It’s a wake up call to challenge our expectations. Not the kind you can

“Who's winning the AI agent war in Martech?”

Michele Nieberding on CDPs, MCPs, and Martech strategy

This one’s been a long time coming. After a few reschedules, I finally had the pleasure of chatting with Michele Nieberding, and we went straight into the deep end of AI agents, the chaos of MCPs, and why marketers need to stop slapping "AI" on triggers and calling it innovation. We covered everything from Salesforce’s latest moves to why Aampe might just be the next unicorn in Martech.

Michele shares how product marketers are finding their way in the new wave of agentic thinking, what companies are getting wrong about AI observability, and her predictions on who’s

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

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.

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

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

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