Live webinar · Past event
CDP vs CEP: What Most Brands Get Wrong
One hour, live and free. Your engagement platform already sends the email, the push and the in-app message. The mistake most brands make is asking it to hold the customer profile, the purchase history and the audiences as well. Zeotap CEO Elad Simon and Glassjaw co-founder Sasha Chernykh show which jobs belong in a CDP, which stay in your engagement platform, and how to check your own set-up.
Your engagement platform sends the message. What does it actually know about the customer?
For years the split looked simple: the customer data platform knows the customer, the engagement platform talks to them. That line has been blurring for a while. CDPs have added journeys and activation, and engagement platforms have built their own profiles, segments and data layers. October brought two of the clearest signs yet: Salesforce agreed to buy Braze to connect it to its own data cloud, and Hightouch said its platform now sends email, push and SMS itself.
So the question marketing and CRM teams are asking has changed. It used to be which tool to buy. Now it is where identity, purchase history and audiences should live, and what happens to them as the two categories keep moving into each other’s ground.
Sasha Chernykh co-founded Glassjaw, a marketing automation agency built on Braze and Snowflake. She brings what Glassjaw sees on client projects: where engagement platforms run out of road and where a customer data platform earns its place.
Elad Simon, Zeotap’s CEO, explains how Zeotap works alongside the engagement platform a brand already runs, and where the two should not overlap.
What the discussion covers
Sasha co-founded Glassjaw, a marketing automation agency that helps brands with CRM strategy, implementation and optimisation, built on Braze and Snowflake. As lead consultant she works with CRM and data teams on the point where the campaign tool and the data layer have to agree.
