What martech practitioners can learn from a NASA engineer
Learn from NASA’s approach to communication, testing and leadership to drive better outcomes in martech projects.
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Greg Krehbiel's latest articles
The hidden reasons your CDP project is failing
There are things that go wrong with any big project and there are things that go wrong with CDPs. Let's plan to avoid those pitfalls.
12 ways to use a customer data platform
Sure, your CDP can sit at the center of your martech stack and be a centralized hub for data and reporting. But it can also do so much more.
How to build customer trust through data transparency
Would the bold step of complete data transparency change the conversation around data privacy and consent?
It’s time to re-think our rejection of third-party cookies
Third-party cookies will become less reliable and less common, but let's not forget why they exist in the first place.
CDPs, their close kin and how to choose between them
Is it a CDP you're looking for? Or will another martech application better suit your needs?
For CDPs, the ‘single customer record’ can be a distraction
A single customer record might not be the best approach for your customer data anyway.
There are 10 types of CDP. Here’s why that matters
Discover the focus, use cases and weaknesses of 10 different types of customer data platforms.
How to keep your marketing automation campaigns from ruining your week
Safeguard your marketing automation campaigns and prevent embarrassing mishaps with these essential checks.
How to categorize customer data for actionable insights
Organize customer data into categories like demographics, psychographics and transactions to gain actionable insights for marketing success.
Online advertising: The funny, fuzzy math
Uncover common issues when measuring digital ad performance using views, clicks, attribution and other metrics.
Why edge cases matter in marketing strategy
Learn why you shouldn't dismiss edge cases easily and how to use them to improve your marketing.
What to do if customers aren’t receiving your confirmation emails
Learn strategies to overcome email blockers, improve deliverability and adapt to customer communication preferences.
The limitations of ‘real-time’ CDP use cases
Just because a CDP can do some things in real time doesn’t mean it will be able to do everything you want to do in real time.
Unlocking the true value of a new email address
Following these steps can give you the confidence to know how much to spend for different types of email acquisition efforts.
How to foster effective collaboration between marketing and IT
Learn the key points of friction between marketing and IT and how to enhance communication and effectiveness.
A practical guide to building a marketing technology stack
Whether you're starting from scratch or expanding your stack, this guide can help you simplify the martech selection process.
How to increase website engagement with content recommendations
Here's how to develop the best content recommendation strategy for your website that puts the reader first.
Why and how you should rethink profile merging
Merging records to create a single customer profile can sometimes interfere with your use case. Here's what you can do about it.
How to create a CDP worksheet from your use cases
Getting the right mix of front-end and back-end functions is key to your CDP evaluation and implementation. Start with your use cases and build a worksheet.
How ‘the curse of knowledge’ may be hurting your business and what to do about it
It’s easy to assume that everyone else knows what you know. Here are some examples of where this bias can crop up and how to deal with it.
Marketing software: Think three times before you customize
Before you build your own marketing software or buy and customize one, learn the potential pitfalls of each approach and how to avoid them.
10 CDP implementation mistakes to avoid
A customer data platform is a great tool. But if you’re not careful with implementation, it can be a disaster.
19 CDP use cases that can annoy or engage your customers
Create a user experience customers will appreciate and enjoy. Here's what they consider creepy vs. cool when using their data for marketing.
How much does a customer data platform cost?
Here's a look at the many factors that complicate CDP pricing and what marketers should consider before investing in a CDP.
The myth of the single customer record
Most companies find ways to cope with the limitations that prevent creating a single-source-of-truth “golden record."
How to manage email addresses in a customer data platform
Some advice on finding the right solution for your unique requirements.
Prepare for CDP implementation: Why you need to write CDP use cases
Sharpen focus during the consideration phase by organizing the tasks and goals that a new CDP can deliver on.