Apoorv Durga

Delhi

Founder and Chief Editor at AltView

Vice President, Research and Advisory at Real Story Group

#MarTech, #Digital. Research/Advisory @realstorygroup. Founder and Chief Editor https://t.co/E7uu8xBLHK.

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Articles

New Framework: How to Evaluate AI Tools

2 months ago | realstorygroup.com | Apoorv Durga

Earlier this month, RSG released a major update to our Marketing AI vendor evaluations. There’s been a lot of movement in this space — new players, improved capabilities, collapsing price tiers — but also some constants. We’ve adjusted our evaluations accordingly. This update brings in a revised scenario framework, updated vendor ratings, and changes in how we categorize different AI tools.
CDP Vendor Updates: Acquisitions, AI, and Strategic Shifts

Mar 18, 2025 | realstorygroup.com | Apoorv Durga

This content is currently unavailable. Other Customer Data Platforms posts
Is Salesforce Data Cloud Really Zero-copy?

Jan 15, 2025 | realstorygroup.com | Apoorv Durga

Salesforce’s much-touted “zero-copy architecture” in its Data Cloud and partner network grabbed significant attention last year. The concept sounds great—no need to copy enterprise data, potentially saving costs and complexity. But with Salesforce, it’s always worth asking: what’s real and what’s not? After digging deeper, I found the reality more nuanced. What Salesforce ClaimsZero-Copy Integration: Data is directly queried from external systems without duplication into Data Cloud.
The Real Story on Oracle Maxymiser

Jul 3, 2024 | realstorygroup.com | Apoorv Durga

Oracle Maxymiser has been in the personalization marketplace for quite some time. Originally developed by a start-up in Ukraine and acquired by Oracle in 2015, Maxymiser initially provided a focused platform for A/B and multivariate testing, primarily geared towards website execution. Over the years, this tool has become one of the older players in the market, and this longevity comes with both advantages and limitations.
Where Are the True B2B CDPs?

Feb 20, 2024 | realstorygroup.com | Apoorv Durga

Customer Data Platforms (CDPs) have gained popularity among companies aiming to better leverage their customer data. However, CDP adoption in the B2B sector has been slower compared to B2C, primarily due to unique challenges in B2B data management and the particularities of the B2B MarTech landscape. B2B CDPs are different from their B2C brethren that dominated the early years of this industry.
Where Are the True B2B CDPs?

Feb 11, 2024 | linkedin.com | Apoorv Durga

TL;DR: They Don’t Exist. But Read on…Customer Data Platforms have seen rapid adoption among companies seeking to unify and/or activate their customer data for better outcomes. Borne out of the B2C (Business-to-Consumer) sector, CDP adoption in the B2B (Business-to-Business) sector has been relatively slower. As a B2B MarTech leader, what should you make of that? At Real Story Group (RSG), we've always considered B2B as an important CDP scenario.
Beyond quadrants: An alternative approach to martech selection

Nov 9, 2023 | martech.org | Apoorv Durga

When looking at martech vendors and marketplaces, we’ve gotten used to quadrants. They provide a simple visual to plot key players in an industry — almost like a horse race. At a time when most technology marketplaces have hundreds of products — each claiming to be a leader — such a graphic can help simplify creating a shortlist of vendors to explore when you start your evaluation journey.
WCM vendor research updates

Aug 14, 2023 | realstorygroup.com | Apoorv Durga

Over the weekend RSG updated its vaunted Web Content & Experience Management (WCM) vendor evaluation stream. Lots of subtle and not-so-subtle changes to report. Here's a quick tour of the solutions we updated in this round:Acquia Drupal: ever the long transition from religion to technologyAdobe: still smelling its own fumesAmplience: pushing hard against a fast currentBrightSpot: pressure on new leadershipContentful: how long can it surf on reputation?
New Advisory and Briefing: Evaluating Data Clean Rooms

Jul 25, 2023 | realstorygroup.com | Apoorv Durga

Data Clean Rooms (DCRs) have become crucial for customer data collaboration across enterprises. There are a myriad of options available and so, understanding the nuances and differences among them is essential for making the right choice.Â Based on many requests, we've dug dig deeper into this marketplace via a subscribers-only ( ð ) advisory paper,Â Assessing Data Clean Room Alternatives.
Data clean rooms: A beginner’s guide

Jul 12, 2023 | harro.com | Apoorv Durga

With the deprecation of third-party cookies looming large and data privacy and compliance taking center stage, enterprises have had to adapt their customer data strategies substantially. Many are exploring various approaches, with data clean rooms (DCRs) emerging as a prominent option. What are data clean rooms?