Elizabeth Marshall

Manager, Solution Consulting North America - Northwest and Central

Elizabeth Marshall is a passionate and well-versed technical solutions consultant with over 10 years of experience in the digital space. She is currently the US Northwest and Central Manager, Solutions Consulting, Tealium where she supports today’s top brands in unifying their customer data to better connect with their audiences.



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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