CDPs: Choosing the Right Type for Your Customer Data Strategy



From clicks to calls, companies have a ton of customer data. Managing that data is a key business challenge, which is why so many companies are turning to Customer Data Platforms. As more vendors crowd into the CDP space, there are two clear CDP styles emerging: data-focused and campaign.

Before choosing a CDP, it’s critical to put a customer data strategy in place first that aligns with one of these CDP styles. The strategies and CDP you choose will have a huge impact on your team’s day-to-day operations, your customer’s experience, and your ability to manage a real-time, compliant customer data supply chain.

In this session, you’ll learn the key differences between data-focused and campaign-focused CDPs, as well as:

  • Why your CDP strategy should be a company-wide initiative, not just marketing-driven
  • How a CDP will help you overcome the challenges of collecting and activating customer data
  • Why a CDP initiative is a perfect opportunity to bridge the divide between marketing and IT teams


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