Gartner Research

Demystifying the Promises and Implementation of Customer Data Platforms

Published: 25 March 2019

ID: G00377082

Analyst(s): Bill Delrieu

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.

Table Of Contents

Analysis

  • 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

Conclusion

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