Nine Key Requirements to Consider When Investing in a Customer Data Platform

A really interesting research piece from Gartner, called ‘Distilling Marketer Adoption, Views and Misperceptions of Customer Data Platforms’, reveals the results from a survey of 504 marketers. The researchers found that 51% of respondents claimed that their Customer Data Platform (CDP) was their Customer Relationship Management (CRM) system.

As the report states, “this misperception of a CDP as a CRM solution reflects a lack of appreciation for the advantages that many CDPs have over heritage CRM applications. These include scale, profile unification, segmentation and connection to marketing systems.”

Topics: Single Customer View Customer Data Platform marketing database cdp

How Does a Single Customer View Actually Improve Your Marketing?

Most marketers would agree that creating targeted campaigns based on clean, deduplicated customer data is a highly effective way of improving your marketing efforts. But when you ask the average marketer what their biggest problems are, you can be sure that a lack of clean, useable data will be nearly always be at the top of their list. 

Topics: Single Customer View