Data Down the Drain? CDPs Bring Value to an Underutilized Asset

May 18, 2023

Why customer data platforms are a must-have solutionHow Marketers connect the dots between business expectations and the reality of CDP solutionsThe biggest challenges when vetting, investing and using CDP technologyHow companies like HEINEKEN USA and VF Corporation realize the full value of their CDP implementationEconomic factors and post-pandemic digital consumption make it imperative for Marketers to have a 360-view of their customers to improve the customer journey and protect their privacy. Customer Data Platforms (CDPs) are here to stay and have become a must-have element of the martech stack.The latest MarTech Intelligence Report, Customer Data Platforms: A Marketer's Guide, found that interest in CDPs increased 32% last year. Many respondents listed CDPs as a high-priority technology investment. However, according to Forrester, nearly 90% of marketers say their CDP doesn't meet their needs.

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