The CDP Myth: Why Marketing Automation Needs Human Judgment [Forbes]
International Business Machines Corporation (IBM)
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Source: Forbes
Ross Shelleman is the CEO ofAisle Rocket, a full-service performance marketing and creative services agency.gettyIn many ways, technology has transformed advertising. The ability to use data and analytics to inform marketing decisions has had profound effects on the industry. Programmatic media buying and obviously the platforms of Facebook and Google have introduced scale and user data that have changed the marketing landscape forever. With technology, not only do marketing campaigns have the ability to be more personalized, but integrating them has become more seamless and targeted.Unfortunately, the promise of marketing technology that powers this ecosystem does not always live up to the hype, and in many cases fails to deliver at all. Too much money has been raised and even more money has been wasted on trying to solve marketing problems with technology. Nowhere is that more apparent to me than with the latest shiny new object in ad tech: the customer data platform (CDP).The core
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