Customer Engagement & MarTech

Which architecture is right for your business? Using Zeotap as an example, we explain the difference between zero-copy access and a native Snowflake integration.

Composable customer data platforms (CDPs) have long been more than a marketing term, but not every composable CDP works the same way. Some access a company’s Snowflake data via zero-copy, while others run entirely natively within the company’s own account. Using Zeotap as an example, this article explores what distinguishes these approaches from both a technical and strategic perspective. By the end, you will understand which architecture is best suited to which use case—and what to consider during procurement.

An integrated Marketing Resource Management (MRM) solution is far more than just another tool in the system landscape. It becomes your central platform for managing and efficiently utilizing marketing resources, digital assets, budgets, campaigns, content, and approvals in one place. This significantly improves transparency, quality, and the ROI of your marketing activities. In this article, we outline different paths to successful integration and help you identify the best solution for your specific needs.

In this guide, you will learn how to efficiently implement an MRM solution in your organization. From analyzing your needs, existing processes, and requirements through to ongoing development, you will discover how to make your marketing team more efficient and successful step by step.

Lost between parallel campaigns, scattered data, and rising expectations? Discover how Marketing Resource Management (MRM) gives you clarity, control, and efficiency through one central platform. Turn chaos into measurable success.

Would you like to know how modern MRM software improves the efficiency of campaign planning, budget planning, and marketing management — and how MRM enables true marketing collaboration?

What makes Multi-Touch Attribution (MTA) so unique? Unlike traditional models such as first- or last-click attribution, MTA provides a comprehensive view of the customer journey. Modern tools like Google Analytics 4, BigQuery, and advanced techniques like Markov Chains enable data-driven decisions — efficiently and transparently. Here's how it works.

Interactions with customers in the field of energy supply are rare – a single contact a year is not uncommon. Best possible contact management is correspondingly important. This project focuses on the communication channel comprising the inbound call center.

In this article, we will take a look at the MarTech architecture – our map on the mission through the MarTech universe. Because precisely this aspect is becoming increasingly technical, complex and confusing. In our digital world, customers have numerous options at their disposal – and their demands in terms of customer experience are rising. But digitization is also bringing changes for marketers. Though the traces which customers leave behind along digital contact channels such as an online shop, app or website allow very versatile use – they also increase the complexity of marketing.

It's a done deal: The digital product passport (DPP) is coming. It's quite an elaborate affair, but also a huge opportunity for marketing and sales! As part of a planned Ecodesign Directive, the EU will, from 2027, oblige companies in almost all sectors which manufacture, commission or sell goods and products in the EU to introduce the DPP. Experts predict that five trillion DPPs will be issued annually across the EU in the future. This figure gives an idea of the implications of the EU's decision. Which legally mandatory information the DPP must contain is still being clarified. But one thing is already clear: The DPP will massively change the economy – and in doing so, it offers a completely new touchpoint to the customer.