In his latest article for MarTech, Actable co-founder Craig Schinn makes the case for a critical shift in strategy: stop chasing customer data, and start building customer analytics.
“You don’t need more data. You need insight.”
Schinn outlines why many CDP projects stall. It’s not due to tech failure, but because teams are solving the wrong problem. Instead of endless debates over governance and cost, he argues marketers should focus on what drives ROI: segmentation, predictive scoring, and actionable customer intelligence.
Drawing on firsthand examples, Schinn shows how reframing the effort around customer analytics puts marketing and analytics teams back in control. One client launched four live use cases in just 30 days. Another deployed dozens of predictive models within weeks. What made the difference, and why are most teams still stuck?
