Analyzing Customer Data Platforms in Gartner’s ‘Hype Cycle for Digital Marketing and Advertising, 2019’

Although it faces some competition from the Scott Brinker Supergraphic, Gartner’s ‘Hype Cycle for Digital Marketing and Advertising’ is arguably the most awaited martech and adtech market visualization of the year. While the Supergraphic is one dimensional and doesn’t really say a lot about a product’s journey, the Hype Cycle plots the reality versus the myth of every technology wave.

Gartner is able, through its global presence and position of authority, to accurately measure the technology talking points of the moment (CDP, DMP, machine learning, etc.) and provide estimated timelines for these innovations to reach the stage where customers will start to see their maximum value. Similarly, the Hype Cycle will alert the market to anything that has hyped too far and predict its obseletion, i.e. that it will cease to be talked about and developed, before it reaches maturity.

Topics: Customer Data Platform consumer insight marketing data cdp gartner hype cycle martech

Four Ways to Make the Most of Consumer Insight

Consumer insight is used by marketers to find patterns and trends in their customers’ purchasing habits and discover precisely what is important to them, with the aim of using the findings to improve the effectiveness of campaigns. This type of data analysis is becoming more and more integral to the marketing strategies of many organizations as they look to improve declining results from direct marketing. In fact, our Data Deadlock report found that 86% of today’s marketers believe that they need to collect as much information as they can on their customers, showing that the majority are focused on gaining insights-driven solutions.

Topics: consumer insight