Welcome to Making Sense of Martech, an irregular set of interviews with some of the most interesting people in marketing technology.
Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech helps to add additional context into what's featured every week by interviewing the people behind the research, ideas and important work.
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In this episode of MSoM I have an in-depth conversation with Geoffrey Keating, the head of content marketing at Segment, on the CDP report, an in-depth look into how organizations are using CDPs – exploring the data they’re collecting, and the apps they’re using to manage it. It was the most clicked-on feature in the TMW newsletter, #028.
The report covers trends such as industries adopting CDPs, how brands are now inundated with data, the increasing adoption of CDPs for advertising purposes, and the shift away from channel centric to customer centric approaches to data collection. We talk about the state of CDPs in the market, how Segment was able to process more than a trillion API calls a month, how the landscape of data infrastructure in companies is changing globally and the increasing commoditization of data platforms.