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Introduction to Customer Data Platforms

Marketers know they need unified customer data but haven’t been able to get it. The Customer Data Platform (CDP) is a new class of system that makes solving the problem considerably easier than older alternatives. This paper describes the requirements needed to provide unified customer data, shortcomings of conventional approaches and characteristics that make Customer Data Platforms a superior solution.

What are Customer Data Platforms?

The CDP is defined as “a marketer-controlled system that builds a unified, persistent customer database which is accessible to external systems.” This high level overview provides the value and importance of CDP’s to marketing, sales and BizOps teams. Co-written with industry leader David Raab.

The white paper will cover:

  • Unified Customer Data
  • Customer Data Platform options
  • Benefits of using a Customer Data Platform over alternatives
  • Realities of Customer Data Platforms

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