Gartner Research

Choose Between Customer Data Platforms and MDM Solutions for 360-Degree Customer Insights

Published: 30 January 2020

ID: G00465261

Analyst(s): Malcolm Hawker , Simon Walker , Sally Parker


Customer data platforms and master data management solutions both enable “360-degree” customer insights, but are optimized for different uses. Data and analytics leaders must evaluate the expected use cases and desired business outcomes of both.

Table Of Contents
  • Key Challenges



  • CDPs and MDM Solutions Compared
  • Define Users’ C360 Requirements and Use Cases
    • Take an Outcome-Centric Approach to Defining Requirements
  • When to Select a CDP or an MDM Solution — or Both

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