Insider Knowledge

Field Guide to Customer Data Platforms

How to tell CDPs apart and choose one that’s right for you

Field Guide to Customer Data Platforms

Customer Data Platforms (CDPs) have moved to the top of many marketing technology wish lists, because they address a pressing problem: the ever-increasing fragmentation of customer data.

This has fueled growth in the CDP industry, as new vendors enter the market with different approaches to fulfilling CDP objectives. Which presents another challenge marketers must sift through a larger number of vendors and understand how they differ from one another before finding the right one.

The field guide provides solid overview of what’s available in the CDP realm and how to move forward in selecting the CDP that’s right for your organization.

Included in this guide:

  • Key ways CDPs differ from one another
  • Different CDP categories and use cases
  • A visual map to navigate the CDP landscape
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