The quest to attain the elusive unified customer view fuels hype
Marketers’ desire to unify disparate sources of customer data to activate interactions and deliver relevant experiences fuels the rise of two important technologies: Customer data platforms (CDPs) and multichannel marketing hubs rose to the Peak of Inflated Expectations in the 2018 Hype Cycle.
CDPs enable marketers to stitch together an array of data sources and orchestrate that data for activation across numerous execution systems, such as email and websites. Multichannel marketing hubs, a combination of digital marketing hubs and multichannel campaign management solutions, rose to near the Peak because they promise a more integrated approach. They allow marketers to manage the life cycle of their programs across all channels within one solution.
- Customer data platforms are marketing systems that unify a company’s customer data from marketing and other channels to analyze customers, enable modeling, and optimize the timing and targeting of communications.
- Multichannel marketing hubs orchestrate a company’s communications with and offers to customer segments across multiple channels.
Read more: Improve Multichannel Marketing With Customer Data Platforms