A Marketer's Guide to What Is — and Isn't — a Customer Data Platform


Published: 09 March 2018 ID: G00343963

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Summary

Customer data platforms promise to support customer growth and retention goals by unifying customer profile data, but so do many other technologies. Marketing leaders can navigate this emerging and confusing category by analyzing these core features.

Table of Contents

  • Analysis
    • What Is a CDP?
    • What Isn't a CDP?
      • Enterprise Data Warehouse
      • Customer Identity and Access Management
      • Customer Relationship Management
      • Data Management Platform
      • Digital Experience Platform
      • Digital Personalization Engine
      • Marketing Dashboards
      • Master Data Management
      • Multichannel Marketing Hub
      • Tag Management System
    • What to Do Next
  • Gartner Recommended Reading
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