Maximizing The Power of the CDP: Garner Insights for a Better Customer Experience with Pega’s Customer Data Connectors – Futurum Tech Webcast Interview Series

In this episode of the Futurum Tech Webcast, I’m joined by Matt Nolan, Senior Director of Product Marketing, Decision Sciences, to talk about one of my favorite topics: data, analytics, and how you can use them to provide customers with top notch experiences. We also explore Pega’s latest product release: Pega Customer Data Connectors — which I see as a definite gamechanger for organizations in every industry.

For consumers, whether B2B or B2C, experiences can be the difference between a closed sale and a lost revenue opportunity, and sometimes even the difference between a loyal customer who touts a brand to friends and family and one who spreads a negative word because of a less than stellar customer experience. In a word, customer experiences are everything.

This is not new news for many organizations, which is why customer data platforms (CDPs) are quickly becoming a ‘must have’ part of the MarTech stack. They help organizations manage massive amounts of customer data from a number of different channels, with the goal of providing insights to deliver better customer experiences. But CDPs alone aren’t a holy grail and unfortunately in many instances they can be siloed and/or data can go unused. So, what do businesses need to know or what other technologies do they need to adopt to avoid common CDP pitfalls and serve up experiences that will be a key differentiator in today’s marketplace. That’s exactly what Matt and I talked about.

Here are just a few of the things we covered:

  • The current state of marketing and why first party data is king
  • Why CDPs are that are connected and accessible throughout the organization are so immensely important for today’s organizations
  • The common challenges organizations face with their CDPs
  • How organizations can maximize their data to make customer interactions more meaningful

We wrapped up the conversation by exploring Pega’s newest release, Pega Customer Data Connectors. This new solution is an exciting one, as it integrates data and decision-making in near real time. Organizations can tap into their data to provide just what the customer needs exactly when they need it — which is a fundamental element of delivering unparalleled customer experiences.

You can watch the video here:

Or stream the audio here:

And if you’d like more information on Pega and the Pega Customer Data Connectors, you’ll find it here.

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Shelly Kramer: Hello, I’m Shelly Kramer. Welcome to the Futurum Tech Webcast. This is part of our interview series of conversations, and today I’m joined by Matt Nolan, who’s the Senior Director of Product Marketing Decision Sciences for PEGA. And today, we’re going to talk all things CDPs, data analytics, and a new release from PEGA. And before we get into that, here’s just a little background. CDPs or customer data platforms, they’re quickly becoming a must-have tool for organizations. They help manage massive amounts of customer data from a number of different channels and sources. I know that marketers know this. We have more data coming at us today from more channels than ever before. And managing that data and being able to not only manage it, but use it to get insights that can help deliver better experiences are important. But CDPs, the thing about it is, is that there’s a lot of different kinds of CDPs.

There are a lot of different choices. And just having a CDP alone, is actually not the holy grail. It’s really all about, how can we best use the data that we’re able to collect as a result of using our CDP? What do we think about as we are thinking about evaluating our current CDPs, thinking about buying a different kind of CDP, how to use this data, how you can make sure you avoid the common pitfalls. All of those things are what we’re talking about today with Matt. Matt, welcome to the show. It’s so good to have you.

Matthew Nolan: Thank you, Shelly. I’m so happy to be on. Honestly, this is fantastic.

Shelly Kramer: Absolutely. Great way to start a day, right?

Matthew Nolan: Absolutely. I couldn’t ask for anything else.

Shelly Kramer: So tell us a little bit, if you would indulge me, and tell us a little bit about your backstory, your career path, how you ended up at PEGA, all those interesting things.

Matthew Nolan: I’m a product marketer, so I literally could tell you a half an hour backstory, but I was going to it short. So imagine this, my parents set me off 20 or 30 years ago, to go get a degree in engineering. But the problem was, is I discovered that I completely disliked engineering and I wanted to major in something like creative writing. So my parents wouldn’t let me do that. So I ended up with a math degree. And so, I did what you do with a math degree. I became a bartender for a while. I became a sports writer for a good long time. And then finally, I met a wonderful woman, asked her to marry me and she said, “I think you’re going to need health insurance before I can make that happen.” So I got a job at a marketing firm as an analyst.

And then from there, what happened was, the market was really looking for people who could understand data, understand how to turn that data into insights that could be used to help customers. So I ended up going into product management, ultimately product marketing. And that’s where I am today with PEGA is, I help tell the story. I help clients figure out, how are we going to use data to do amazing things with clients every day and have really great in depth conversations, form some bigger relationships. And that’s where I come from, if that makes sense.

Shelly Kramer: That’s awesome. So despite any naysayers, you’re putting that journey and that math degree to good use.

Matthew Nolan: My mother would love to hear that. She said I still have to prove that to her.

Shelly Kramer: I’m listening to you tell your backstory, and this is why I always ask for this information. I think it’s so interesting to hear these little nuances of personal information about people’s career journeys. I like to joke that my husband took eight years to get an undergraduate degree from the University of Kansas, because he majored in fun and he had so much fun that he cycled through two complete classes, but he ended up with a comms degree that he’s putting to great use in the sales field.

Matthew Nolan: Self-exploration is an important part of development, Shelly. I completely understand where he’s coming from.

Shelly Kramer: It is. I have a feeling the two of you would get along incredibly well, Matt. So now we’re going to talk a little bit about the state of the marketing industry. So there are lots of changes going on in marketing and there are many changes ahead. And that means that first-party data is more important than ever before. You know what’s happening and I know what’s happening, and marketers are more than a little stressed. So let’s start by talking about what is happening, with sharing with our audience. What are these changes ahead that have people so stressed out?

Matthew Nolan: That’s a good question. So I’d probably say, there’s two major things that have changed lately, that honestly it kind of guided where a lot of people are going. So first off, couple years ago, a lot of organizations talked a lot about customer experience. They talked about digital, but I don’t think a lot had really made the shift towards really moving away from more traditional channels and into more digital channels. But then what happened? The pandemic happened. And so, all of a sudden all these people are inside and they’re trying to interact. And there are people that, a lot of times folks were out of work or folks that weren’t able to, their incomes changed our financial situation. So what were they doing?

They were calling their banks and they were calling their insurance companies, calling their healthcare providers and saying, “Look, I am having a hard time with X, Y, or Z.” But the problem was, is a lot of these organizations weren’t ready to handle that digital track. And so, they found themselves flat footed when that happened. And about the same time, you started to see pushes from organizations like Google that started making noise about not supporting third party cookies.

Shelly Kramer: The cookie-less future.

Matthew Nolan: Yeah. And so, all of a sudden there was a little bit of a panic from a marketing perspective, and they started to look at the… And I think a lot of marketers really started to get the idea, rightfully, that we have this treasure trove of first-party information about what people are clicking and doing and seeing, and we’re really not putting it to use the way that we should. And they started to make inroads there. And I think that those two things lined up perfectly for the CDP market, if you will. It led to a lot of the creation of that. Does that make sense?

Shelly Kramer: Absolutely. And so, I think that my experience from a marketing standpoint, Google was going to make some very massive changes doing away with third party cookies, that was supposed to happen this year. It’s been pushed off to, I think sometime next year. But what it has done is, it’s really illuminated the need for marketers to understand. For many, many years, marketers have been relying on those cookies that are just dropped on you when you visit a website and follow you around the web and serve you up ads and that sort of thing. So when you think about the enormity of that going away, all of a sudden marketers are realizing, “Okay, that easy button, because that’s an easy button, is going away.

Now what we have to do is, we actually have to think about establishing first-party relationships with our customers, because we can’t rely on the easy button forever.” And so, marketers have been ignoring that need for first-party data, the need to be able to communicate one-to-one to their customers, to have a relationship with the customer that doesn’t rely on a cookie to bring the customer to you. So that really is why it’s so important and why so many companies, organizations are really thinking about how we can get that first-party data and how we can maximize that first-party data. So it really is a transformative time for marketers, for sure.

Matthew Nolan: Would it also be fair to say, I think it wasn’t just marketers that have been guilty of that. I think the vendors in the ecosystem have also largely ignored first-party data for a long time, to the degree that they should have. With third party data, they’ve done a lot to monetize that and to turn that into offerings and services for the customers. But that same thing wasn’t evident from a first-party perspective for a very long time. So I think marketers aren’t the only ones to blame with this.

Shelly Kramer: Absolutely. And that first-party data feeds marketing, it feeds sales, it feeds R&D, it feeds product development, it feeds customer service, it feeds every part of the organization. So it really is important. And so, I have this really annoying habit, tendency rather, of looking for silver linings in challenging times. So when I look at the silver lining that has come out of a global pandemic is that, for a lot of organizations, they put digital transformation initiatives, certain digital transformation initiatives on the slow path. And what had to happen when we had to immediately pivot to a distributed workforce, largely working from home, from customer challenges, from customers contacting call centers in great numbers at certain times during the pandemic, companies had to find money.

They had to really shift quickly and embrace digital transformation. And so what it has done is, I think it’s sped up that process. It’s help facilitate a lot of change very quickly. So that’s a silver lining. I think for me, the silver lining in thinking about the cookie-less future is, marketers are doing something. And again, not only marketers, but we’re looking at doing something that we haven’t really done a good job of. And there’s every reason for us to not have ignored this all these years. But we did ignore it.

Matthew Nolan: Yeah, we did. And for a lot of different reasons, and a lot of existing marketing the way it worked, even just a couple years ago, wasn’t ready for the amount of data and insight that was available in the market. It just wasn’t able to do that. I think people are a little more receptive now. Operational processes have changed to a certain extent. I agree.

Shelly Kramer: Absolutely. So we’ve talked a little bit about first-party data, why it’s so important to maximize that first-party data. So customer experiences and customer interactions are so important. It’s no surprise that CDPs have exploded in popularity. So talk a little bit, if you would, about why CDPs are so helpful and how organizations are looking at and thinking about using them.

Matthew Nolan: Sure. So if you look at it from a customer perspective, an end customer who’s, say, visiting your website or going to your mobile application. To them, it should be very easy, like, “Hey, I click on X, Y, or Z, I take an action. Why can’t they immediately pivot?” But if you really look at what’s going on behind the scenes, you have to take that data, you have to convert it and consolidate it and aggregate it.

And then you have to map it to your actual identity. And you have to figure out, that mean to me? That process was very, very difficult for most brands until the CDPs became a thing, the customer data platforms. What those CDPs do, if you will, is first, they start by collecting that information, making it really simple. And then they aggregate it and they do identity management over the top of it, which has always been a huge issue for marketers.

How do I understand what people are doing and saying and thinking on my website or on my other properties? But then, they also take it and they curate it, and they turn that into some sort of signal. Something that means something to me. A lot of different CDPs will turn it into a propensity score or some sort of signal that says somebody’s interested or a segment. That’s real value for a brand. But then they syndicate it, they make it available, if you will, that kind of ecosystem just wasn’t available before. So CDPs have filled a need, I think that the market didn’t even know it had, until very recently anyway.

Shelly Kramer: But that said, so there’s a lot of really cool things that CDPs can do. A CDP alone, just any CDP alone of course, is not the holy grail. It’s not the only, the ultimate solution, but there are a lot of instances where they fall short. Let’s talk about those a little bit.

Matthew Nolan: Okay. So fall short, I’ll say this. The problem with the CDP market is you, like you said, it happened very quickly. In the last two or three years, the CDP market went from zero to 60. And what happened is, you had vendors coming out of just about every piece of the woodwork. You had folks that had been data management platforms before. You had folks that had been data aggregators or compilers. You had folks that came out of the campaign management type of architecture. And so, they all brought a little bit different type of flavor to the table. And what ended up happening is that, is the market had just hadn’t solidified until relatively recently to figure out what’s the core of a CDP?

So a lot of these different organizations would offer all these different things. An organization that was really focused on data, all of a sudden would offer decision making capabilities or AI capabilities. They were probably a little bit out of their swim lane, but they offered them anyway, because it was what the market was offering. And so, a lot of our clients at PEGA got a little bit frustrated, because they felt like they’d been oversold, is probably the way. But the core of what CDPs do really well, which is collecting and curating that data and identifying, they do that great. It’s when they get out of that swim land. I think that customers tend to get frustrated. Does that make sense?

Shelly Kramer: Absolutely. So what is the solution?

Matthew Nolan: Well, I’d say this. If you’re in an organization, what we tell people is that, data, what you get from a CDP, as much of that as you can get, is a good thing. Any insight that I can get about Shelley Kramer or Matt Nolan, that’s what I need. So it doesn’t necessarily matter where it comes from, as long as I can curate it, get it consistently. So I think the idea is that, when you take that data that you get from a CDP or from any kind of signal provider or data provider like that, you’ve got to combine it with everything else that you know about a customer, anything else that you know about somebody, all the context about them. And there’s a lot of that, their historical, what they’ve purchased, what they look at, what they care about. You need to be able to combine that and then make a decision in the moment, if you will, with the CDP.

They’ll give you the insights, but then you have to turn that, you have to activate it and turn it into something really valuable. And that’s where a decisioning type of capability where you really look through and say, “What’s the best thing to say to Shelly Kramer right now, based on what I know about her?” That’s where it really comes in, I think. So you got to look at it as the CDP is a great source of fuel. It’s a great source of information, but then you got to put that to work. I think that’s the key to it.

Shelly Kramer: And I think that from a customer standpoint, I know that this has happened to all of us. Not a single human being gets up in the morning and says, “I can’t wait to call customer service about this problem that I have.” None of us.

Matthew Nolan: Most people would rather be struck by lightning.

Shelly Kramer: Seven times. I could be peck to death by your seven parakeets, now that I brought up the word seven. We didn’t talk about parakeet row, parakeet alley, but Matt, Matt.

Matthew Nolan: We have an awful lot of parakeets in my house. Yes, we do.

Shelly Kramer: But the reality of it is, it’s an onerous thing to have to do. We all dread it. And I would say that it’s fair to state that, in more instances than not, those experiences suck. You call, you’re passed off from person to person. You have to tell your story 17 different times and the whole time you’re doing it, if you’re like me, a tech nerd, you’re thinking not only, has there got to be a better way, I’m thinking, I know there’s a better way. You just don’t care enough about me as a customer and you don’t care enough about your employees who are taking care of me when I’m at my most cranky, to get these technology solutions in place, because it doesn’t have to be this way. Those engagement-

Matthew Nolan: It really doesn’t.

Shelly Kramer: It doesn’t. And so-

Matthew Nolan: And there are organizations that do that, that kind of thing. There’s some really good examples of organizations that are getting ahead of those problems really well. You wonder why everybody just doesn’t do it.

Shelly Kramer: Yeah, no. And there’s nothing better than when I call and I say, “Hey Matt, this is Shelly Kramer. Here’s my issue today. I’m trying to figure it out. I can’t.” And you can go, “Oh, Shelly, you have the X, Y, Z. And here’s what’s happening. And oh my gosh, and you know what? I think this is a solution. Let’s try this.” When you have every bit of information at your fingertips as quickly as you make contact with me as a call center agent, and we can have this amazing experience, it fuels everything. It makes me like the company that I’ve done business with, it makes me feel like you care about me. It makes me loyal to this organization. By the way, it also keeps employees in their jobs rather than… I just sometimes can’t imagine how difficult it must be, to be in the business of customer service, because every day, you’re solving problems and most of the interactions that you have, are not with people who are having their best day.

Matthew Nolan: I 100% agree, and I’ll give you a couple of examples, because I know what you’re saying. In those cases, where you’re calling into a call center, that’s places where they’ve actually let that go too far. If you’re having a problem, most of the time or a lot of the time, you can get ahead of that type of thing before it ever goes nuclear. If you want good example, there’s an organization, actually, Achema Insurance, in the Netherlands. They do a couple of interesting things. They actually have invested in CDPs to give them some insight about what people are going through. So based on what Shelley Kramer’s looking at on the website, what you’re searching for, they can take that information, they can consume it in real-time, and then use it to predict what problem you’re having. So what they might actually do is, if you’re looking to, say you’re frustrated with your policy and you’re looking into a trade, instead of forcing you to try to figure out how to do that, what they’ll do is, proactively, as you’re doing it on the web, they’ll message you and say, “Hey, are you looking to cancel?”

And if you’re a certain type of customer, you want to do it, they’ll actually make that simple for you either by routing you directly to a rep that knows what you’re doing, or they’ll actually let you do it digitally, or in the case where you’re a great customer and they figure we can really help this person, they’ll actually arm the rep that they send you to, with information to help you solve the problem that you’re having right there. And organizations like HSBC Bank, in a lot of particular cases, they will try to, they’ll look at the same thing, take CDP insights like data about what you’re looking at, what you’re seeing, and use that to ultimately get you into the right journey, get you talking about the right things, reach out to you proactively. That’s where, if you can get ahead of somebody’s problem and not force them to call into the call center, I think you’re probably doing everybody else-

Shelly Kramer: Absolutely. And the other part of it too, I try to think of it, not only in terms of solving problems. It’s that a lot of times, I’ve purchased this and I’ve purchased this, but I don’t even know that this over here exists. And so, when I have the opportunity to have an engagement, whether it’s through chat, digital experience, or whether I’m talking with an agent and it’s like, “Okay, Shelly, here’s the deal. Not really trying to sell you anything, but of course I am. I noticed that you have these two pieces of our whatever. Maybe at some point, you might want to take a look at this. This could enhance this experience.”

Matthew Nolan: Enhance Experience. In a lot of ways, when they can recommend something to you that actually makes more financial sense to you or more sense from a usability perspective and get ahead of that and make it feel like a very natural part of the conversation. And the worst part, Shelly, to me, is feeling sold to, is feeling like somebody’s trying to sell me something. That’s why I don’t want to call into a call center. It’s that feeling I don’t want to go through. It’s calling my mother and she’s going to explain to me these 700 things that I don’t want to know about what dad ate for dinner. It’s like that, but if I can get away from that experience and make it really simple, that’s when it becomes a much more… That to me is the kind of thing that builds loyalty.

Shelly Kramer: And I think of it as a recommendation engine, because I have come to trust Netflix and I have come to trust Amazon in ways that they know what I’m consuming, whether it’s streaming content, whether it’s goods and whatever what I’m saying. So their recommendation engines are very sophisticated. And so, they can serve up for me, a lot of it as a consumer is, we don’t know what we don’t know. Like I said, I may have two pieces of equipment, but I didn’t even know this other one existed. Or maybe this is upgraded or maybe this is whatever. And so, like you, I don’t always like to be sold to, but I also really love knowing about things that I didn’t know existed or that can enhance my experience, or that are upgraded or something that I’m entitled to that I didn’t know about. So I think there’s just so many, beyond just a CDP, it can feel so many things.

Matthew Nolan: I 100% agree. It can feel the whole rest of the experience, whether it’s an offer or it’s something simpler, like solving a business problem. NatWest is actually a really good example. It used to be Royal Bank of Scotland. What they used to do, and they still do this in the large part is, say Shelly buys a ticket to go to a foreign country. They would actually see that, because you’d buy it on your NatWest card. They would message you proactively, because what they’ll tell you is, “Look, if you really do buy that ticket, when you get to that country, your credit card’s not going to work, because you’re going to have to get it approved for foreign travel.” So they proactively reach out to you and tell you about that. And they were really afraid that customers would feel like they were being spied on or something. But here’s the thing, if you can get somebody around a painful experience and you can help people love that. And they love that their NPS scores went through the roof because people are like, “You’re solving-

Shelly Kramer: You’re taking care of me.

Matthew Nolan: Yeah, you’re taking care of me. And that’s really what it comes down to.

Shelly Kramer: And I travel a lot. There’s really nothing worse than being in another country and not even thinking about it, and trying to use a credit card, and not having it work. So its like a, “You’re taking care of me, you’re proactively taking care of me. You care about me and the experiences I have.” All of those messages come through, when you just use technology and the data insights that you can get from your CDP, to integrate that into every aspect of the customer journey. It’s a beautiful thing.

Matthew Nolan: I totally agree. There’s not a lot of other ways for an organization to make somebody feel loved. But that’s one of them. I would say that.

Shelly Kramer: It is. Absolutely. So this week, PEGA released customer data connectors. Give us a little overview of this, if you would. I don’t know anything about it. I can’t wait to learn more.

Matthew Nolan: All right. Well, think about it this way. Like we said, a lot of our individual clients have invested in customer data platforms, sometimes more than one or two or three, And they might have invested in somebody like an Adobe or somebody like a Telium is a good example. These organizations will provide signals that they can use to make their customer experience better, like we just talked about. But what we did at PEGA is, we say we’re not a customer data platform. We don’t create our own data, but what we do, and it’s Heart: PEGA and our customer decision hub, which is part of what I represent. Our customer decision hub is a decision engine. So what it does is, it takes all this great information that you get from a CDP, and it puts it to work to figure out what’s the next best action that I can take for Shelly, or for Matt, or for any one of hundreds of millions of customers in a lot of cases.

Then they do this, our customers do this literally sometimes a hundred million times a day over and over. Every time somebody touches a website or anytime somebody views a mobile app. So in this case, what we’ve done is, we’ve built really simple, easy connections to those same CDPs, and we’ve made it very simple for them to take the data that they have from the CDP, route it directly into decisioning and use it in real-time. And when I’m talking real-time, Shelly, I’m talking within 200 milliseconds. Literally, the instant after you click the button, we’re using that information to show you, to recommend what you’re going to see next. So in this particular case, what we’ve done with customer data connectors is, we’ve built some connections to some of the most powerful platforms that are out there right now.

The first one being Adobe and Adobe Experience platform. There’s a real-time CDP that a lot of our customers are heavily invested in. So we’ve built a connector directly into that platform, to make it real easy to take segments from Adobe and bring them to life inside of PEGA and make that experience really something special. We also have done the same thing with a company called Celebrus. Celebrus is honestly a great real-time CDP that takes a lot of the information that you get off your website and in a very tagless way, without having to use tags. They take all the things that Shelley’s doing on the web and they turn those into signals that can be used to power decision. This library of about 50 different signals. A lot of financial services and insurance organizations are really investing heavy in companies like Celebrus right now.

So we built a connector into Celebrus to make that super simple. And another organization is Zion One, is part of this customer data connector’s launch that we’re doing. Zion One does something pretty cool. So what a lot of marketers struggle with is, somebody’s moving along their website, is trying to figure out the first three or four or five clicks, is that person actually looking to buy or are they looking to do something else? They’re just searching. So what Zion One does is actually give you a propensity score, what’s likelihood to buy inside of this session. And they send that over to us as they calculate that. And we can use that to figure out, do I show Shelly something that’s more like a service type message, or do I really want to focus on conversion at the moment? Which can be really, really, valuable when you’re trying to figure out how to optimize that experience for the customer. So we make that kind of CDP data, make it really easy to consume inside of a decisioning environment and then use it to interact with customers more effectively.

Shelly Kramer: Got it. It sounds like a difference maker.

Matthew Nolan: Oh, it is for us, absolutely. It is for customers at the end of the day. Because, I would say this. That’s one of the hardest things for organization, is trying to figure out how to take all that amazing data that you have and really activate it quickly. And I think everybody struggles. They’ll go through these CDP implementations where it takes them 6, 12, 18 months to get going and then they’re just trying to figure out, how do I use this stuff to really… How do I operationalize it and try to add value with it? So we’re just trying to shorten the timetable, if you will. Instead of it taking you forever to work with your CDP and then work with PEGA. We’ll short change that, take six months off the process and make it a really simple goal. So that’s what the goal is.

Shelly Kramer: Okay, so what happens if I come to you and I say, “Hey, Matt, this all sounds great, but I’m using X, Y, Z CDP platform, which is not one of the ones you mentioned here. What can we do?”

Matthew Nolan: So what our goal is, to make it simple for you to use anything that we have. So I will say this. We have a common set, say those three that I talked about, Zion One, Adobe, Celebrus, those are our starting point, if you will. But there’s a lot of really solid CDPs out there, folks like Telium, I think is probably our next pickup or somebody like Salesforce. Those will be connectors that we introduce in the next, say, two to three months that are a big piece of what our clients are looking for. But I also think the patterns that are used by most of these CDPs are very, very similar. So what we try to do is just make sure that no matter who you’re using, we have a pattern available for you, that we can take that data and actually consume it quickly. So no matter who it is, we can use it, but we’ll build out some more pre-built integrations for a lot of the consumer.

Shelly Kramer: Well, that’s awesome. That’s awesome. So where do we send people who are interested in this? First of all, I will tell you this. In our show notes, I’ll include a link to Matt’s LinkedIn profile, so that you can stalk him there. And I’m sure that he would be more than happy to answer any questions that you have. But where can we point people will, we’ll include a link to the show notes so people will find information about PEGA’s customer data connectors on your website.

Matthew Nolan: Yeah, we have a dedicated page for customer data connectors, and if you Google PEGA customer data connectors, you’ll see it. It’s on the PEGA website. But also, if you really want some information about how you use that kind of data in decisioning, PEGA customer decision hub is what you really want to look for. We have a great page for that on too.

Shelly Kramer: Awesome. Well I will include links to all of those things in the show notes. And with that, I think we’ve got a wrap for today. Matt Nolan, from PEGA. Thank you so much. It’s been always a pleasure to hang out with you.

Matthew Nolan: Same with you, Shelly, I really appreciate it. And thank you everybody for your time.

Shelly Kramer: Absolutely. And so for our viewers, for our listeners, just know that, if you’re thinking about how to get the most value out possible out of your CDP and some of what we have said today has inspired you. Really, this is something that you definitely want to reach out, you want to dig deeper into, you want to explore, because I think you’ll be pretty excited about the possibilities there. So with that, thanks for joining us today and we’ll see you next time.

Matthew Nolan: Thanks, folks.

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Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years' experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging development, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly's coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”


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