Anthony Botibol

Anthony Botibol

Anthony is our CMO and has a 15+ year career in technology marketing.

As well as being our leading contributor on the BlueVenn blog, Anthony is on the Advisory Board of the Customer Data Platform Institute and a regular contributor to many marketing media titles including MarTech Advisor and Marketing Tech News.

A few things you might not know about Anthony! He is a regular Ten Pin bowler and has even bowled a perfect 300 game. He is also a season ticket holder at his beloved Manchester United.

Feel free to connect with Anthony via Linkedin or Twitter.

Recent Posts by Anthony Botibol:

Customer Data Platform vs. Data Warehouse: what’s the difference?

Customer Data Platform series: 3 of 5

Over the next 5 weeks, read a new blog each week from our CDP Series as our CMO helps you to understand the CDP landscape, capabilities and functionality.

It is easy to confuse a Data Warehouse with a CDP. At the peak of the Data Warehouse hype, they were seen as the answer to enterprise businesses' prayers - a place to store every scrap of Big Data, so that it could be analyzed as a whole to bring about efficiencies and spot patterns that might help to improve performance. But what made Data Warehouses exactly right for this job, and are CDPs better suited to the needs of modern marketing teams?

Topics: data warehouse Customer Data Platform

DMP vs. CDP- what's the difference and which is right for your business?

Customer Data Platform Series: 2 of 5

Over the next 5 weeks, read a new blog each week from our CDP Series as our CMO helps you to understand the CDP landscape, capabilities and functionality.dmp-1

A question that we often get asked is whether Data Management Platforms (DMP) and Customer Data Platforms (CDPs) are interchangeable?

More specifically, can a DMP be used to deliver the same results as a CDP, and if not, why not?

Topics: Customer Data Platform data unification marketing database cdp

What's New in the BlueVenn Marketing Hub 2019.2 Update?

New connectors and enhanced customer analytics functionality released today for BlueVenn ENGAGE, PLUS 150 new data connectors for BlueVenn UNIFY

As part of BlueVenn’s quarterly cycle of product updates we have today released a collection of new execution channel integrations and customer analytics functionality for BlueVenn ENGAGE. There are also 150 new integrations for ingesting data into the BlueVenn UNIFY Customer Data Platform.

What’s the Difference Between a CDP and a CRM (and why should you care)?

Customer Data Platform Series: 1 of 5

Over the next 5 weeks, read a new blog each week from our CDP Series as our CMO helps you to understand the CDP landscape, capabilities and functionality.

Gartner's 2018 Marketing Technology Survey suggests that 52% of enterprise marketers have already fully deployed a Customer Data Platform (CDP), while 26% are in the process of deploying one and a further 12% plan to do so within two years. That means 90% of the respondents are invested in CDPs, a very high proportion of the market considering the technology has only come to the forefront in the past three or four years.
 
However, dig deeper into the research and you find that 51% of the self-proclaimed CDP-equipped organizations said that their CDP was their Customer Relationship Management (CRM) system, with 11% of these naming Salesforce as their CDP. It's worth noting that in November 2018, when the survey was issued, Salesforce was vehemently against the idea of a CDP, and that even today the provider is still in the process of developing one.

Topics: BlueVenn Marketing customer data customer experience Customer Data Platform marketing data cdp

6 Proof Points to Secure Budget for a Customer Data Platform Investment

The hardest aspect of being a marketing leader is often needing to prove the ROI of marketing initiatives.

The next is justifying a major marketing investment and providing the budget-holders with compelling evidence that gets you the sign-off to make a purchase.

A marketing technology investment, such as a Customer Data Platform purchase, is often significant and requires you to create a well thought-out business case, which often requires input of 3rd party statistics, to offer proof points in favor of the purchase.

Topics: cdp

With Salesforce, Adobe and Oracle announcing their CDP offerings it’s time for RealCDP Certification

These past few weeks have given Customer Data Platforms a lot of press in the marketing technology world following the announcements from the three big marketing clouds that they will be adding CDP-like components to their “integrated” cloud solutions.

The first announcement came on March 25th with the U-turn from Salesforce, having previously debunked the CDP as "a passing FAD" in 2018. Although it's great that Salesforce now recognizes the importance of unifying customer data, the article focuses more on the existing activation and execution tools that it has acquired over the years. 

How to Continually Optimize Data Quality using a Customer Data Platform

Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.

Topics: BlueVenn Marketing customer journey customer data bad data Data Quality customer engagement data privacy customer insight data cleaning data analysis Customer Data Platform marketing data data analytics clean data marketing database cdp

Using Customer Lifetime Value to Transform not Wreck your Business

When calculated correctly, Customer Lifetime Value is possibly the most commercially valuable insight at the disposal of the marketing team. However, if calculated wrongly it can be a fast-track way to wreck marketing effectiveness and destroy a business!

An accurate view of Lifetime Value can be used as a primary measurement to predict an individual's potential value to the business and to track the success or failure at each step of the customer's journey in obtaining that potential value.

Topics: lifetime value customer retention customer loyalty customer lifecycle

Is a Customer Data Platform the Same as a Master Data Management Solution?

A question that I’ve started to get asked a lot recently is whether Master Data Management (MDM) and a Customer Data Platform (CDP) are interchangeable. More specifically, if you have a Master Data Management system in the business, can it be used to deliver the same results as a Customer Data Platform? And if not, then why is a CDP different to an MDM solution?

To answer this you really need to think about the fact that MDM is a discipline and a set of processes to transform organization-wide data. However, a CDP is a packaged software product with a specific purpose to deliver a single view of the customer from multiple data sources that marketing can use for improved personalization of marketing campaigns.

Topics: BlueVenn Marketing customer data personalization Customer Data Platform marketing data data unification marketing database cdp

What is Predictive Analytics and how can you use it to improve your marketing?

The chance to see into the future and know how much a customer is going to spend with you is an opportunity that no business would ever turn down. Unfortunately, without any time-traveling DeLoreans, crystal balls (or an incredible discovery by a quantum physicist) this isn’t likely to happen any time soon.

The closest thing that we have to a crystal ball in marketing is predictive analytics – a technique that is much older than you might think, with origins that go back as far as the 1940s. 

Topics: predictive analytics