Gartner Research

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

Published: 30 April 2018

ID: G00348062

Analyst(s): James Meyers


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
  • Key Challenges



  • 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

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