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A nice concise history of database marketing, starting with contact management, to CRM, to marketing automation, and the next paradigm, which the author calls customer data platforms. While this article covers SAAS, I can easily draw parallels to consumer products and direct-to-consumer marketing. I think to a large extent, I have already built and operate my own customer data platform for my business with the database I architected and built with a database developer. I still have problems with data being siloed in other places that I cannot yet get into my database, but that is changing and getting easier as platforms open up and integration tools develop.