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...
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.