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Customer data platforms are more than just marketing automation tools or customer relationship management systems. They have evolved into a multifaceted system that encompasses data management, intelligent segmentation, and marketing analytics. Finding the proper CDP requires understanding a vendor’s history, technology, and how it fits within the company’s infrastructure.
In the past, companies had to rely on customers’ demographics to create personalized products and services. However, this method is now outdated and costly as data sets are limited. Companies can now use a consumer’s digital footprint (their Google searches, Facebook likes, and Instagram posts) to create products that are tailored to their specific needs. And CDPs make this possible.
