Gartner for Marketers Research

Expert Research

A Marketer’s Guide to Customer Data Platforms

Client inquiries around customer data platforms (CDPs) skyrocketed fourfold in 2018. Our research indicates that CMOs invested two-thirds of their budget in 2017 – 2018 to support customer retention and growth — and many marketers look to customer-data-driven strategies to deliver that growth. Yet most marketers say the supporting technology is frustrating and suboptimal.

Are customer data platforms the answer?

Get an in-depth look at the issues and challenges marketers face when they look to CDP systems to support customer growth, reach and retention goals. Gartner Senior Director Analyst Lizzy Foo Kune demystifies the CDP category and clarifies similarities and differences between CDPs and overlapping technology categories. Download our step-by-step guide to evaluate the CDP marketplace and cut through the noise and hype to make the right decision.

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