Do You Need a Customer Data Platform?

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Recent interest in CDPs (Customer Data Platforms) makes sense in a marketing technology landscape where:

  • Segmentation and Personalization have become a mainstream practice
  • Customers expect consistent engagement and interaction with you across all channels
  • Artificial intelligence is getting integrated into customer experience platforms, with attendant needs for high-quality, clean data
  • Diverse customer and prospect data points are becoming increasingly difficult to reconcile

But with all the industry buzz, shifting vendor positioning strategies, and an over-abundance of acronyms, understanding the proper role for this new technology category can be a challenge.

This advisory paper takes a look at CDPs: what they are, how they are different from DMPs or CRMs, and why you might need one.