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Who’s actually in charge?

Who’s actually in charge?

Multi CDP Part 3: When every team owns a piece, but no one owns the whole

You can tell a lot about a company by how it answers one deceptively simple question: Who owns the CDP?

Not the license. Not the roadmap. The actual thing. The model that sits between what marketing wants and what the data team tolerates. The implementation that touches consent flags, event structures, identity graphs, and half a dozen teams trying to ship something yesterday. The reality is that ownership, when it exists, is rarely stable. It shifts and changes shape over time as initiatives develop, teams restructure, or priorities float between the many others on people’s lists.

Across the last

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Same stack, different worlds

Same stack, different worlds

Multi CDP Part 2: Why Multi-CDP setups reflect team reality and not just tech debt

If you’ve ever heard someone say, “We already have a CDP,” it’s worth asking two questions:

  1. What exactly do you mean by CDP?
  2. And who is “we” in this scenario?

Because most of the time, what one team considers the CDP is just a feature to another. And what’s sold as a single platform rarely acts like one across an entire company.

This is where David Chan’s Dual Zone model starts to feel less like a theory and more like an MRI. The Data Zone and the Engagement Zone reflect how stacks are split in real

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What do PUBG Mobile and Martech consulting have in common?

What do PUBG Mobile and Martech consulting have in common?

Experience brings efficiency when time is critical, and expectations are high.

I’m a gamer. I love playing games to unwind. Some cook, some garden. I game. One of the games I started playing with my son several years ago was PUBG Mobile. Together, we would drop into maps and get busy looting and dominating.

I’ve played thousands of matches, and Erangel is my go-to map when I want to level up or test my skills. The game rewards strategic thinking, precise timing, and, above all, effective team coordination.

Was I any good? Well, when I find time to play these days, I can reach the higher tiers with relative

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Is the CDP binary broken?

Is the CDP binary broken?

Multi CDP Part 1: Why Dual Zone thinking matters now, more than ever.

There was a time, brief and overly PowerPointed, when the Customer Data Platform (CDP) was sold as the answer to everything: clean data, unified profiles, cross-channel orchestration, even internal peace treaties between marketing and IT.

One platform. One profile. One truth.

And then reality showed up.

Not with a bang, but with two CDPs.

The CDP Institute’s 2024 Member Survey reports an average of 2.1 CDPs per company, and Simon Data observes a drop from 2.9 to 2.1 based on that data. That might look like consolidation (down from 2.9 the year before), but it

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Everyone wants clean data, no one wants to take out the trash

Everyone wants clean data, no one wants to take out the trash

Why, in my opinion, “actionable data ownership” should be the most radical thing in Martech right now!

There’s a certain absurdity to how we talk about data. We obsess over real-time pipelines, predictive models, AI *cough* that promise to know our customers better than we know ourselves… and then completely sidestep the question of who’s actually responsible for the data in the first place.

And this is why Avo’s latest announcement matters more than it probably should. “Actionable Data Ownership” isn’t a sexy product drop, I mean it does contain the letters ‘A’ and ‘I’, but it’s a blunt instrument aimed at one of the most deeply neglected problems in Martech.

⚠️ This

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Agentic AI in Martech: The Handoff

Agentic AI in Martech: The Handoff

Part 6: Practical experiments for teams ready to delegate

After five posts exploring the theoretical challenges of agentic AI, scale, complexity, conflicts, roles, and trust, I want to end this series with something more practical. If you're convinced that agentic systems represent the future of Martech but aren't sure where to start experimenting, what's the actual first step?

Based on the patterns I've observed and my own experiments, I think the answer lies in designing deliberate handoff protocols. Not grand AI strategies or comprehensive automation plans, but careful experiments in delegation that help you learn how to work with autonomous systems.

Starting with low-stakes decisions

The teams that seem

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