Photo of David Marble

Portfolio / CDP

Fortune 500 experience leading Customer Data Platform build/buy and activation for AI/ML, analytics, marketing, advertising, personalization, privacy

Customer Data Platforms (CDP)
When I worked on it
Walmart, Intuit
Technology and Vendors
Custom CDPs: Data Lakes, Data Warehouses, Batch & Real-Time, Spark, Kafka, Kafka Streams, Akka, RocksDB, MLeap, Airflow, NiFi
CDP: Segment, mParticle, and RFPs w/ Tealium, Lytics
Data: Experian, LiveRamp, PlaceIQ
Analytics: Amplitude, Adobe
Marketing channels and attribution: see MarTech portfolio


Walmart Customer Data Platform

From 2018-2020 as a Director at Walmart in Marketing Technology, I led 7 PMs and 60+ cross-functional partners to build and drive cross-company value from a Customer Data Platform (CDP). We exceeded goals in adding $xxxM in incremental annual revenue and saving $yM through customer identity, profiling, and ML solutions applied across marketing, advertising, personalization, fraud, and privacy.

I owned two stacks: (1) a custom-built "Walmart CDP" augmented with 3rd-party data, and (2) a vendor stack to support mobile app marketing (with eventual unification plans).

  1. The Walmart CDP effort included a complex identity graph created with deterministic and probabilistic approaches, batch and real-time processing/ML, and data from Experian, LiveRamp, and PlaceIQ. Our team has given several talks on our approach.
  2. The mobile MarTech stack included mParticle, AppsFlyer, Amplitude, Braze, and Radar. I helped manage many of these relationships and restructured our Amplitude and mParticle contracts to enable cross-enterprise use under a single agreement with better pricing.


Reference Deck

Contact me to request access to a redacted version of the 60+ slide master deck I created to drive Walmart's Customer Data Platform initiative. It includes vision, strategy, CDP capability deep dives, sample roadmaps, an overview of orgs & teams involved, and strategy considerations particular to Walmart.

Selected Deck Screenshots

Tech Presentations

The Walmart CDP engineering team has given several talks about technical aspects of our platform:

QuickBooks Marketing Technology

From 2017-2018, as a Group PM at Intuit in MarTech, I led 7 PMs to drive upper funnel marketing platform and engagement activities for Intuit QuickBooks. My team contributed $xxxM/yr in revenue through platforms and user interfaces: behavioral tracking, user identity and interest profiles, landing pages, sign-up, in-product personalization, notifications, ad serving, and content management (CMS). I was relationship owner for Segment and Amplitude, and helped drive contract negotiations with Segment, Amplitude, and Adobe Analytics.

CDP Build/Buy Analysis

Among our key initiatives, in 2018 I led a build/buy analysis of Customer Data Platforms for CMO and CIO approval. The RFP included Segment, mParticle, Tealium, and Lytics. My analysis and relationshipping resulted in alignment across Intuit business units, $xM vendor funding, and allocation of multiple engineering teams for a hybrid build+buy solution.



I was invited to speak at data and analytics events held by Segment (CDP vendor) and Amplitude (Analytics vendor).