A Guide to What Is — and Isn’t — a Customer Data Platform

Analyzing core CDP features

A Guide to What Is — and Isn’t — a Customer Data Platform
"Faced with customer retention and growth initiatives in a shifting data landscape, marketers look to a variety of technologies to help them collect, manage, and use first-party customer data.

Customer data platforms (CDPs) present an alluring option for marketers who are frustrated with limitations in how their technology handles customer data management and analytics. However, marketers need guardrails for assessing whether this rapidly evolving technology can help them meet customer experience and audience targeting goals.

This report examines 11 technologies that are often mistaken for CDPs and explains where overlaps exist — and how they differ."


Included in this guide:

  • A comprehensive, unbiased guide to understanding what a CDP is and is not
  • A list of CDP features and capabilities to help better evaluate whether a CDP is right for your organization
  • A breakdown of the relationship between a CDP and a DXP


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