Unified data is the foundation for a unified customer experience. Customer Data Platforms (CDPs) are here to help, gathering and linking data from different systems. Yet, unified data isn't enough. To meet customer expectations, marketers must deliver consistent treatments across channels with decision management tools.
In Customer Data Platforms and Multi-Channel Decision Management, Marketing technology expert and founder of the Customer Data Platform Institute, David Raab, discusses the primary features of a CDP and how they differ from other solutions.
He also explains why a CDP benefits greatly from the addition of a multi-channel decision management layer, for the consistent coordination of messages from a central orchestration engine.
What to look for when seeking a CDP and Decision Management solution