Note to buyers
A brief why-to before our meaty how-to.
Even as you read this, you don’t want more marketing technology.
Marketers want technology like sick people want medicine. They don’t want medicine (read: tech); they just want things to work correctly, without pain or friction.
So in 2015, when the Customer Data Platform (CDP) hit the scene, promising marketing-made-easy with first-hand access to clean data, it was as cool as keto. Tons of companies have since raised their hands to claim the title of CDP.
Whenever a hot new tech category emerges, the number of companies claiming to fit the category spikes. While these companies hustle to fit a narrow, commentariat-defined category, they’re often less focused on solving specific, dire use cases.
For this reason, this CDP Buyer’s Guide will focus on the real-world use cases that are most valuable to marketers looking to both gain data-driven insights and put them to immediate use while reducing their dependence on in-house tech resources.
In this guide, we will:
- Define the capabilities of a CDP
- Illustrate the value a CDP can offer your business
- Provide tools for choosing the right solution for your business
Download the guide
Table of Contents
- Chapter 1 Note to buyers
- Chapter 2 What is a customer data platform?
- Chapter 3 Why is it necessary to understand customer data?
- Chapter 4 What should a CDP do?
- Chapter 5 How do CDPs differ from other marketing tools?
- Chapter 6 What outcomes should a CDP enable?
- Chapter 7 Are there different types of CDP?
- Chapter 8 Choosing the right solution for your business
- Chapter 9 How does a CDP in my future look?
- Chapter 10 How to talk about a CDP within your organization
- Chapter 11 The CDP Conversation Between Agencies & Clients
- Chapter 12 Additional resources