Published: 25 March 2019
Summary
Customer data platforms promise to allow marketers to easily create data-driven, personalized customer experiences. Technical professionals who support CRM and CX must understand the capabilities and limits of CDPs, and the technical requirements necessary to implement one.
Included in Full Research
- Understanding the Capabilities of Customer Data Platforms
- Functional Overview of CDPs
- A Quick Overview of the CDP Market
- Core Capabilities of CDPs
- Understanding the Technical Architecture of CDP Components
- Ensuring the Quality of Customer Data
- Ingesting Customer Data Through a Tag Management System
- Profile Unification Architecture
- Segmentation and Analytics
- Messaging and Personalization
- Understanding the Risks and Pitfalls of CDP Implementation
- Relying Too Heavily on a CDP’s Data Cleaning Technology for Accurate Results
- Implementing Without Observing Privacy Regulations
- Failing to Account for Vendor Misalignment and Risks
- Start With Use-Case-Driven Implementation
- Common Use Cases of a CDP
- Identify Integrations for Each Use Case
- Remember That a CDP Implementation Requires Validation and Maintenance