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

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.

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Contextual CDPs, is this the next-gen?

Contextual CDPs, is this the next-gen?

Part 1 of 6: What Model Context Protocols mean for the future of Customer Data Platforms.

There’s been a lot of noise lately about context windows, model memory, RAG systems, and how all these emerging AI patterns might play out across industries. And if you’re working in customer data or Martech, you’ve probably felt a mix of curiosity and overwhelm. I know I have.

So let’s slow it down for a moment and approach this from a different angle. I’m not an MCP expert, far from it. This series is more about curiosity than conclusions. It’s a way for me to explore how these ideas could apply to CDPs and

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The CDP Reboot: The Turning Point

The CDP Reboot: The Turning Point

Part 4 of 4: Will CDPs evolve, dissolve, or disappear?

So, here we are. Part 4. If you've made it this far through the CDP Reboot series, you’ve seen the full arc, from promise to stall to disillusionment. And now? Now we look at the turning point.

This isn’t the part where I tell you which platform to buy, or what checkbox to look for on a vendor RFP. If anything, the last three parts should’ve made it clear that’s exactly the wrong mindset.

This is about the future of the category itself. What happens next, and what should happen if we’re honest about the

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The CDP Reboot: The Disillusionment

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

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The CDP Reboot: The Stall

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

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The CDP Reboot: The Promise

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

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