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.