Customer data platforms assist in centralizing and unifying customer data from various sources into unified profiles for better marketing execution. They optimize message timing, targeting, and engagement activities, while providing insights into individual customer behaviors over time. Multiple stakeholders typically influence the CDP purchasing process, often involving five groups coordinating funding and requirements. Recent surveys indicate significant adoption of CDPs, with a large percentage of organizations actively utilizing or deploying them, indicating their growing importance across various marketing and CRM functions.
Customer data platforms are designed to centralize data from various sources into unified profiles, optimizing messaging and customer engagement activities across marketing channels.
The purchasing process for customer data platforms involves multiple stakeholders, typically five groups funding and contributing to the requirements and objectives for the purchase.
According to a 2024 survey, 68% of marketing analytics professionals confirm their organization utilizes a customer data platform, with 18% in active deployment.
CDPs enable businesses to orchestrate various applications and enhance marketing execution for both B2B and B2C strategies, improving customer journey management.
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