Why CDP’s didn’t live up to their promise — Sylvain Giuliani // Census
- Part 1 Why CDP’s didn’t live up to their promise — Sylvain Giuliani // Census
- Part 2Activating data using reverse ETL — Sylvain Giuliani // Census
Show Notes
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02:24Why CDPs didnt live up to their promiseCDPs struggled to deliver a complete customer profile due to complex data ingestion and identity resolution. This resulted in data reports that conflicted with the data team and led to CDPs becoming just another untrustworthy data silo.
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05:52How CDPs have revolutionized data collection for marketing teamsAbout five or six years ago, it was difficult for marketing teams to know what people were doing on their websites or in their apps. However, CDPs made it easier for marketing teams to collect data on their website and app interactions.
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07:46The advantages of data warehouses over CDPsCDPs originally aimed to store large amounts of customer data and make it easily queryable. However, data warehouses have dedicated data engineers who validate, clean, and transform the data, making it highly accurate for decision-making.
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10:50The user friendliness of CDPs vs data warehousesData warehouses are still primarily designed for data engineers and not necessarily for the marketing team. However, new tools are emerging to make data warehouses more user-friendly for non-technical users through a drag-and-drop interface and a no-code approach.
Quotes
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"Every type of business has different needs. And, the only thing that every CDP has in common is defining a customer 360 profile." -Sylvain Giuliani, Growth & Operations Head, Census
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"If you rewind five, six years ago, it was a technological challenge for marketing teams to know what people were doing on their website and in their app. CDPs made this problem go away." -Sylvain Giuliani, Growth & Operations Head, Census
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"What we're seeing nowadays, whether with Census or others, are lots of tools coming into the market to abstract the warehouse to make it non-technical people friendly." -Sylvain Giuliani, Growth & Operations Head, Census
- Part 1 Why CDP’s didn’t live up to their promise — Sylvain Giuliani // Census
- Part 2Activating data using reverse ETL — Sylvain Giuliani // Census
Up Next:
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Part 1Why CDP’s didn’t live up to their promise — Sylvain Giuliani // Census
Sylvain Giuliani, Head of Growth and Operations at Census, talks about why CDPs fail. Initially, CDPs were meant to house large amounts of customer data and provide a unified view of customers by integrating data from different sources. However, some organizations have faced challenges with data accuracy and difficulty integrating with other systems which have impacted the ability of CDPs to fully deliver on their promise. Today, Sylvain discusses why CDPs didn't live up to their promise.
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Part 2Activating data using reverse ETL — Sylvain Giuliani // Census
Sylvain Giuliani, Head of Growth and Operations at Census, talks about why CDPs fail. While CDPs have not lived up to their data activation promises, reverse ETL solutions have become a popular alternative for companies looking to centralize and manage their customer data effectively. Reverse ETL solutions allow organizations to efficiently collect, process, and transfer customer data from various sources into a centralized repository. Today, Sylvain discusses activating data using reverse ETL.
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