MARCH -2022MARTECHOUTLOOK.COM6Copyright © 2022 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Emaileditor@martechoutlook.comsales@martechoutlook.commarketing@martechoutlook.com MARCH - 21 - 2022, volume 08 - 03 (ISSN 2644-254X) Published by ValleyMedia, Inc. To subscribe to MarTech OutlookVisit www.martechoutlook.comManaging EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Abhilash P. JoseRose DcruzJoshua ParkerPaul BarberVisualizerVincent Georgevincent@martechoutlook.com*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffDebra MorganEditorialDebra MorganManaging Editoreditor@martechoutlook.com When first-party data overtook cookies as the top currency for marketers, we entered the CDP era. Today, there are three fundamental shifts occurring in the CDP space that will help us deliver on the promise of "right person, right message, right time."--customer identity and access management (CIAM) becomes core to the enterprise software stack; new marketing tactics will leverage backend connectivity; and the emergence of true enterprise CDP.While one of the primary drivers of CDP technology, and will continue to be, driving more personalized experiences in marketing (better e-mail) and advertising (more relevant ads), true CX must go beyond those channels, and consider more human interactions: call center conversations, sales interactions, in-store moments at the point of sales terminal ­ even what happens at an ATM screen.As we look ahead to the future of CDP, the first thing to focus on should include recasting the way we think about "identity." In a world where digital-only interactions has skyrocketed from a baseline of 25 percent to over 50 percent, the way customers access digital experiences is more important than ever. It's odd that a key foundation of customer identity management--CIAM--hasn't had a real seat at the table with marketers and advertisers.CIAM services such as customer registration, self-service account management, consent and preference management, single sign-on, multi-factor authentication, access management, and directory services­ have been almost exclusively the domain of the IT buyer. For players in the marketing technology and adtech spaces, "identity" meant cross-device graphs, user matching with big platforms like Google, and maybe "onboarding" through services like LiveRamp. All of those critical services were delivered without the intervention of the customer.Organising large amounts of customer data is becoming a huge challenge for marketers who want a 360-degree view of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. Although CDPs are a relatively new addition to the toolkit of marketers, the technology and the market is evolving extremely quickly. To be on the front foot, it is helpful to keep an eye on future industry trends.Let us know your thoughts.The Growing Importance of Customer Data PlatformsAsher Blake
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