How Marketers Can Create a Business Case for a Customer Data Platform

Published: 30 April 2018 ID: G00348062


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Customer data platforms are a fast-developing sector of marketing technology, generating excitement among marketers and vendors. Marketing leaders who have confirmed that a CDP meets their needs should follow these steps to make a case for investment.

Table of Contents

  • Introduction
  • Analysis
    • Develop an Executive Summary That Asserts a CDP's Strengths in Achieving Marketing's Goals
    • Detail Unmet Needs and Inefficiencies Using Metrics and Examples
    • Articulate Your Ideal Vision for Customer Data in Marketing
    • Create a Side-by-Side Comparison of Each Potential Solution
    • Describe How the Solution Will Be Implemented and How Success Will Be Measured
    • Create an Appendix for Supporting Files, Examples and Plans
  • Gartner Recommended Reading
© 2018 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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