David Raab’s MarTech Predictions 2021 (Revisited)

  • March 10, 2022
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Lemnisk hosted a Customer Data Platform (CDP) Virtual Summit for the North American region in October 2021. As part of this summit, we had an insightful fireside chat with David Raab, Founder and CEO at Customer Data Platform Institute. The topic of this session was MarTech Predictions for Now and Beyond.


David Raab


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David M. Raab is the founder and CEO of the Customer Data Platform Institute, a vendor-neutral organization with over 10,000 members, which educates marketers and technologists about customer data management.


Mr. Raab named the Customer Data Platform category in 2013. He has a long history as an independent consultant helping marketers to understand, find and deploy marketing technologies and vendors. His clients include Global 2000 firms in retail, financial services, telecommunications, publishing, technology, and other industries. He began his career as a marketer in publishing and continuities.


Mr. Raab holds a bachelor’s degree from Columbia University and MBA from Harvard Business School. He has written hundreds of articles and blog posts on marketing technology and regularly speaks and teaches at events around the world.


Here are some of the key insights from the discussion:


David Raab’s MarTech Predictions 2021 (Revisited)


Prediction 1: Data will become more accessible


accessible data | David Raab's MarTech Predictions


Marketers wanting to be data-driven is old news. What’s changing is that years of struggle are finally yielding progress towards making data more available and providing the tools to use it. As with digital advertising, the pandemic has accelerated an existing trend achieving in months that would otherwise have taken years.




Prediction 2: Artificial Intelligence will become even more ubiquitous


AI | David Raab's MarTech Predictions


It seems just like yesterday that we were impressed to hear that a company’s product was AI-powered. Today that’s as exciting as being told their offices have electric lights. But AI continues to grow stronger even if it doesn’t get as much attention and the real reason for its growth may be that interactions are shifting to digital channels where success will be based more on relentless analytics than an occasional flash of uniquely human insight.






Prediction 3: Blockchain will quiet down


Blockchain | David Raab's MarTech Predictions


I list blockchain only to point out that it has been an underachiever in the hype generation department.




Prediction 4: No code will continue to grow


no code | David Raab's MarTech Predictions




Check out David’s predictions for 2022 here.



By Bijoy K.B | Senior Marketing Manager at Lemnisk


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