craig howard

The customer data platform market for B2B organizations has lagged behind the B2C space to date. But, at last, it’s starting to take shape. Going into 2022, we’re going to see a lot of B2B marketers contemplating whether – and how – a CDP might fit into their tech stack, writes Craig Howard, chief solution architect for Merkle B2B.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Craig Howard, VP, chief solution architect at Merkle. Marketers want to be able to do more in real-time, but can they truly understand and explain what that means and the […]