In 2020, two things are clear: (1) Customer Data Platforms are an essential tool for building one-to-one relationships with your customers, and (2) the CDP space is increasingly crowded with a wide variety of vendors – from point solutions to marketing clouds – all claiming to offer the capabilities of a CDP. In fact, the CDP Institute counts more than 78 different businesses claiming to be CDPs. So how do you separate true CDPs from the pretenders?
- Five key capabilities questions to ask every would-be CDP.
- What to expect from the tech stack integration process.
- How to find out if “all your data sources” really means ALL of your data sources.
- How a true CDP can power continuous improvement through experimentation.
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Understanding the shifting market dynamics that underpin the decision to choose either a best-in-class or all-in-one cloud solution for marketers.
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