A Marketer’s Guide to CDPs (Behind The Hype Edition)

Fragmented data is a real and lingering problem for marketers. The question is whether a customer data platform (CDP) is the solution marketers seek and, if so, whether every marketer actually needs one.

The TL;DR on CDPs is that they unify, or at least aim to unify, a marketer’s first-party data, including online and offline data, which usually sits across multiple systems, in order to create persistent profiles – CDP vendors like to call them “golden records” – that can then be activated across channels, and not just for advertising use cases.