A Guide To What Is and Isn’t A CDP

Faced with customer retention and growth initiatives in a shifting data landscape, marketers look to a variety of technologies to help them collect, manage, and use first-party customer data.

Customer data platforms (CDPs) present an alluring option for marketers who are frustrated with limitations in how their technology handles customer data management and analytics. However, marketers need guardrails for assessing whether this rapidly evolving technology can help them meet customer experience and audience targeting goals.

This report examines 11 technologies that are often mistaken for CDPs and explains where overlaps exist — and how they differ.

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