Data
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.
Apoorv Durga is Vice-President, Research & Advisory at analyst firm Real Story Group, where he covers CDPs, e-commerce, Web CMS, and technologies. He is a two-decade veteran in the marketing technology space.
Marketing Operations
Universal scenarios: The key to comparing personalization technologies
Why scenario analysis is a sound foundation for making vendor and technology decisions.
Marketing Operations
The Real Story on MarTech: A holistic personalization technology strategy
Your personalization strategies will require several adjacent capabilities beyond simple targeting logic.
Marketing Operations
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