Deconstructing customer data platforms: myth vs. reality

Looks into consumer data platforms (CDPs) in North America and how brands can use them to engage with today’s demanding customers.
  • While consumers expect marketers to demonstrate that they know them and understand their needs, traditional database approaches cannot handle the variety, volume, or speed of customer data.
  • In the past few years, Customer Data Platforms (CDPs) have emerged as a proposed solution to a long-existing challenge: wrangling customer data into a persistent, universal profile and making the data available for analysis and action.
  • Unfortunately, the interest in the market has led to confusion as vendors from different backgrounds, with different capabilities try to wrap themselves in the moniker, while simultaneously trying to define it on their terms....

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