After three intense days at a marketing technology conference, Tim contemplated the use cases for a customer data platform on the flight home. The idea of a single view of the customer made him excited about the potential of this technology. His organization was transforming to more customer-centric marketing, and Tim needed a plan to eliminate data silos, improve customer analytics and segmentation, and support 1:1 personalization across channels. CDPs offered all three capabilities, but left one glaring question: Build or buy a CDP? It was a critical decision on the path toward a more customer-centric marketing approach.
April 30, 2019
By studying 10,000 job postings, Gartner experts uncovered how Genius brands create successful marketing analytics organizations.