How to Decide Between Building or Buying a Customer Data Platform

Published: 30 April 2018 ID: G00348063


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Organizations seeking to invest in a customer data platform face a strategic decision: Build a CDP in-house, or buy it? To make an informed choice, marketing leaders should assess their business strategy, available resources, marketing capabilities and time-to-market requirements.

Table of Contents

  • Introduction
  • Analysis
    • Determine If Your Brand Will Differentiate on CDP Capabilities
      • Question No. 1: What Is Your Brand's Historical Preference Toward Building Versus Buying New Technologies?
      • Question No. 2: Can a Third Party Supply Greater Than 80% of the CDP Capabilities You Need?
      • Question No. 3: Does Your Brand Operate in a Mature Industry?
      • Question No. 4: Does Your Company Push Technical Boundaries at a Rate Where a Third Party Couldn't Match Your Pace of Innovation?
    • Assess Your Resources and Maturity Relative to CDP Development
      • Determine Team Skills and Maturity
      • Evaluate Your Budget Profile
      • Assess the Strength of Internal Partnerships (Especially With IT)
      • Determine the Urgency of Your CDP Deployment
      • Measure Performance Gaps
      • Assess Whether Stopgap Solutions Can Buy You Time to Build
  • 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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