With today’s customer journeys more complex and unpredictable than ever, businesses need a solution to keep track of their customers and deliver personalised experiences across an ever-increasing number of touchpoints.
This is where a Customer Data Platform comes into play. But before a CDP can offer solutions, you’ll need to ask the right questions, such as:
- Does your business need a CDP?
- Do you have a thorough understanding of how a CDP works?
- What specific challenges do you want to solve with a CDP?
- How do you choose the right CDP for your business?
In this guide, we offer an in-depth look at the many layers of a Customer Data Platform: including what it is (and isn’t), the range and complexity of the data sources that power it, and the most important capabilities you should look for when weighing your options.
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