Beyond quadrants: An alternative approach to martech selection
Find out why static quadrants with generic winners and losers fail to capture unique business needs and how to shortlist vendors based on strategic fit.
Contributor
Apoorv Durga's latest articles
Data clean rooms: A beginner’s guide
Here's how enterprises are using data clean rooms to improve the return on their customer data investments.
Should you use your data warehouse as your CDP?
There's a case for and against using your data warehouse as a customer data platform. Here are three ways to make it work.
Where should a CDP fit in your martech stack?
Here are three approaches to consider when implementing a CDP based on how it integrates with your customer data ecosystem.
The Real Story on MarTech: Should you build or buy a customer data platform?
Before making a decision, ask yourself what a CDP will do specifically for your enterprise.
Universal scenarios: The key to comparing personalization technologies
Why scenario analysis is a sound foundation for making vendor and technology decisions.
The Real Story on MarTech: A holistic personalization technology strategy
Your personalization strategies will require several adjacent capabilities beyond simple targeting logic.
The Real Story on MarTech: Where should personalization reside in your new stack?
This first of three articles on personalization at scale explores the right place for personalization services in your marketing technology stack