Market guide for customer data platforms
Customer data platforms (CDPs) have become one of the most sought after technologies in marketing, with Gartner finding 82% of organizations aspire to have a 360-degree view of their customers and Forrester finding 66% believe that CDP adoption...
What is a CDP?
Why CDPs are a must-have tool
What use cases a CDP helps fulfill
CDPs are not replacements for these tools
Where a CDP typically fits in a technology stack
Common
types of CDPs
How the CDP market has evolved
The future
of CDPs
Ready to try a CDP? Here are some things to consider.
More insights
from Slalom
Thank you for reading.
Customer data platforms (CDPs) have become one of the most sought after technologies in marketing, with Gartner finding 82% of organizations aspire to have a 360-degree view of their customers and Forrester finding 66% believe that CDP adoption is a strategic priority or important initiative. And yet despite the keen interest, most decision-makers don’t understand the different types of CDPs nor which one is best for their objectives, evidenced by 45% of organizations saying their current CDP doesn’t meet their business needs. To close the gap, we’ve created this market guide to foster a foundational understanding of CDPs and answer the most common questions we hear from inquiring brands.
