What is a Customer Data Platform?
There’s been much discussion about the Customer Data Platform over recent years. Going by the industry pseudonym ‘CDP’, there are currently 135 contenders (and counting) claiming to provide the technology. No surprise then that we get many questions from businesses seeking a little clarity in what has become a zeitgeisty, yet increasingly opaque offering.
In this document, we explain what the technology does, where it fits, and the offerings and limitations of the CDP. The document also poses the key questions to ask before you embark on the journey. We hope that this helps to demystify things and provides a useful reference, especially for those who are considering the technology.
Fundamentally, what is a CDP?
What’s good? What’s bad? And What’s the alternative?