Fellow Analyst

Roland Bühler

Roland Bühler is a fellow analyst with KuppingerCole, mainly working on projects related to martech. He has professional experience from working for advertising agencies and IT companies with a focus on marketing technology. Apart from his research as an analyst, he is a project manager and product owner of marketing digitalization projects. In his daily work, he cooperates closely with both marketers and technologists to ensure that the technology implemented meets the requirements of the business stakeholders.

Roles & Responsibilities at KuppingerCole

Roland has been a fellow analyst focusing on martech research for KuppingerCole since 2017. He helps companies to optimize and automate their marketing processes to ensure that the customer experience is optimum while ensuring privacy and information security.

Background & Education

Roland has a diploma from Stuttgart Media University. He has certificates in scrum, PRINCE2, ITIL, design thinking, machine learning, and data protection.

Areas of coverage

Roland’s main roles are as a technology consultant and project manager for the marketing and media sector. He helps companies to automate their marketing processes and create digital customer journey maps. Privacy and information security are mandatory in this business. Furthermore, Roland is focused on systems and technologies that help to optimize marketing, such as marketing automation, customer data management, and customer identity and access management.

Professional experience

Roland has worked for well-known agencies, IT, and media companies as a consultant, technical director, and business manager. He has been in charge of many international marketing and IT projects for customers in the manufacturing, automotive, retail, and FMCG industries.

Latest publications

Customer Data Platforms Key to Seamless Omni-Channel Experiences
August 16, 2022
The digital era has ushered in an exciting new chapter in consumer experiences, but it can be challenging for organizations to deliver the seamless customer journey across various analog and digital touchpoint that consumers now expect. To remain competitive, organizations are seeking to…
Analyst Chat
Analyst Chat #137: What Is CDP and What Benefit Does It Add to Consumer-Centric Identity Ecosystems?
August 15, 2022
Customer Data Platforms (CDP) are a fairly new addition to the pool of consumer identity centric management solutions. KuppingerCole Fellow Analyst Roland Bühler joins Matthias for the first time and he explains the full picture of consumer identity and detail what differentiates CDPs…
Leadership Compass
Customer Data Platforms
August 04, 2022
This report provides an overview of the market for customer data platforms (CDPs). Such solutions help businesses to build customer profiles and customer segments based on input from various data silos throughout their organization. Furthermore, CDPs help companies to optimize the customer…
Leadership Brief
Machine Customers - The Impact of Consumer Bots on Customer Journeys
March 03, 2022
Machine customers are already present in many markets, driven by trends such as IoT. This leadership brief gives an overview on how to prepare to satisfy the needs of consumer bots and other autonomous machines when they are shopping. The customer journeys of machines are driven by data,…
Conversational AI Building Platforms (Market Compass Preview)
May 28, 2020
AI-based conversational interfaces developed plenty of hype for use cases within marketing, sales, and service management. Various types of solutions are on the market, offered by both small start-ups and large, international, established enterprises. More than a hype Conversational…
Data Privacy & CX
February 15, 2019
Beyond the new data privacy regulations: how to improve customer understanding and the customer experience? When it comes to state-of-the-art sales and marketing, customer experience (CX) is a highly important topic. Creating and analyzing outstanding customer journeys while…