David Raab is a widely recognized expert in marketing technology and analytics. An independent consultant since 1987, he specializes in marketing trends, technology strategy, product requirements, and vendor selection. He is the Principal at Raab Associates Inc., Founder of the Customer Data Platform Institute and has authored The Marketing Performance Measurement Toolkit. Mr. Raab has written hundreds of articles for industry publications; many of these are available without charge at David Raab Article Archive. Mr. Raab can be reached at draab@raabassociates.com