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.
January 28, 2020
Marketing leaders should take a cue from their C-suite peers and use executive dashboards with clear metrics to communicate the business value of their programs.