Introduction to Customer Data Platforms
CDP 101: unified customer data for marketers
Marketers know they need unified customer data but still struggle to access it.
The Customer Data Platform (CDP) is a new class of system that makes solving the problem considerably easier than older alternatives.
This paper describes the requirements needed to provide unified customer data, shortcomings of conventional approaches and characteristics that make Customer Data Platforms a superior solution.
Included in this white paper:
- Realities of Customer Data Platforms
- Customer Data Platform options
- Benefits of using a Customer Data Platform over alternatives