These systems take very little labor to deploy, since that’s inherent to the SaaS model. Software-as-a-Service (SaaS) is now the standard model for business-to-business marketing automation (a.k.a. You can perform parts of the configuration in the Marketing Cloud application interface. Note that any relative advantage is diminished if a purchased CDP can also use these connectors, either to create direct feeds or by reading data the connectors have pulled into existing data lakes or warehouses. Where are the data center and storage facilities? If the data is well understood, a purchased CDP benefits as much as a built system – so long as IT staff who understand the data are available to the project. Data Collection/Build Advantage: a built CDP will take advantage of whatever connectors have already been created to feed existing systems. Reduced costs of distributing marketing materials – Online marketers don’t have to pay to send catalogs or newsletters through the mail.
You don’t want certain customers to be bothered by email campaigns? And I was somehow under the impression Einstein for MCAE came with an additional cost per tool (spoiler: they don’t). Their tool avoids hidden fees and follows a simple, step-by-step process. All of your tools are working better together, making your team’s job easier in the process. Yet even this is changing, as SaaS tools deliver greater power to non-technical users. Virtual desktop infrastructure (VDI) gives users access to work from any digital device with a cloud-based server. To me, the essence of a SaaS system is that users can largely do this for themselves. It could easily take years for the in-house system to catch up with the refinements of a mature purchased product, and the purchased product will also be improving during that time. Pricing of conventional consumer marketing automation systems has remained stubbornly high in recent years. In short, there’s nothing inherent in consumer marketing that prevents use of the SaaS model. It proved to be a seamless fit with Segment, which has also focused on an API model. Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems.
Much has to do with timing: the major consumer-oriented products were developed when on-premise software was the standard, and the large organizations who are their major customers have been relatively slow to accept SaaS in general. These resemble SaaS in that the software is maintained off-premise by a third party. I’m making a distinction here between running the software on your computers, which both hosted and SaaS vendors do, and managing each client’s implementation and on-going data maintenance. For example, SaaS-based business intelligence vendors like Birst and Autometrics offer data integration capabilities that could form the basis for building a marketing system. There may be some additional work bringing vendor staff up to speed for a purchased system, compared with having a system built by internal staff who already understand the business. Who can you vent to about all the nuances? Processing/Same: both built and purchased systems depend on effective requirement definition, another critical task that can consume substantial project resources. Since it accounts for the bulk of the project cost, the cost to build or buy can’t be very different. But the actual advantage depends on the technical details, since the CDP often needs data placed into a different format from existing systems, in which case both build and buy solutions will require a new data store.
Rather, let’s fit them into a larger framework that looks at more factors to consider in a CDP build vs buy decision. How much this matters will depend on how unique the company’s requirements really are, and whether a purchased CDP can also be extended to meet them. The value of this depends on how many of your company’s systems are covered, which is likely to depend on how modern they are. That is indeed the essence of the CDP value proposition. CDP is intended to offer. Content: The personalized triggered email contains an image of the product, a prominent discount offer and code with time remaining, and a button linking the cart recovery URL. Many of the consumer-oriented vendors do offer “hosted” versions of their systems. And there’s a reasonable chance a purchased CDP will actually reduce operating costs by enabling the company to sunset some existing systems or processes. This is required regardless of whether the CDP is built or bought. This is a sharp contrast with the CDP alternatives from Oracle’s main marketing cloud competitors: Customer 360 from Salesforce (no persistent database) and Open Data Initiative from Adobe, Microsoft and SAP (more of a standard than a packaged system).