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.