Gartner Research

Innovation Insight for Understanding Customer Data Platforms

Published: 21 November 2016

ID: G00309074

Analyst(s): Christi Eubanks

Summary

The CDP is garnering interest from marketing leaders, thanks to a compelling promise — providing a holistic view of the customer to help execute and optimize personalized journeys. This research tells marketing leaders what to expect from this emerging market and how to think about investment.

Table Of Contents

Analysis

  • Definition
  • Description
  • Benefits and Uses
  • Adoption Rate
  • Risks
  • Evaluation Factors
  • CDP Alternatives
  • Recommendations
  • Representative Providers

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