They promote standalone customer database capabilities more like a supercharged master data management solution. Other groups, although smaller, bill themselves as “pure-play” CDPs. Vendors offering CDP solutions come from areas as varied as tag management, digital monitoring products, campaign management, web analytics and data integration. The recent rise in popularity for CDPs has led to a considerable amount of market confusion. It’s no wonder that CDPs are garnering so much attention.Ĭustomer data platform: What you need to know And 73% agree that the new engagement models will require real-time data collection and analysis. In a study on the future of the customer experience, Futurum Research found that 66% of companies are accelerating online tracking for behavior and habits. It is also propelling companies to adapt their customer engagement mechanisms to a new hybrid physical/digital environment. The rapid acceleration of digital and e-commerce growth is intensifying the existing data problem. Wrangling all this dispersed data and acting on it quickly is becoming much harder. Yet the average marketer is dealing with 28 different marketing technology vendors and an ever-increasing volume of data from myriad channels, devices and internal applications. Loyalty goes to the companies that can respond to “customer moments of truth” with unique, personalized communications in real time that transcend traditional marketing, spanning channels and devices. ![]() Today, the marketer’s world is extremely complex, and customer expectations are high. Customer data platform: What is driving the need for CDP?
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