Data & activation platforms

Following the Digital Benchmark 2019 event, we publish a summary of the comparisons for the Customer Data Platforms solutions led by Colombus Consulting in partnership with the EBG.

Heralded at the beginning of the 2000s as a new way of doing marketing, « data-driven » marketing has become a concrete reality for the market actors, whatever the business sector they are working in. Explosion of the quantity of data available, multiplication of the interaction channels, growth of the predictive algorithms… Companies must now deal with a new technological landscape and always offer a more connected, customised and real-time experience, in accordance with the new customer expectations.

The benchmark aims at helping the marketing teams to better understand the evolution of the ecosystems in between Data and Activation. We are therefore talking about « Data Activation Platforms », which includes all the categories DMP, CDP, Marketing Automation (B2C/B2B) and all the customisation tools. The objective is to identify all the key functionalities, the relevant use cases and of course to map the solution categories by identifying the similarities and the specificities about each technology.

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