Customer Data Platforms (CDPs) are becoming vital to fuel first-party data marketing strategies. But the CDP vendor landscape is evolving very quickly. To make a decision on which of the many CDP vendors to work with, marketers should first list what they want the CDP to do, then assess how each different type of CDP can address these use cases.
Nicholas Howe, Associate Director from Kepler’s Systems Strategy team looks at Customer Data Platforms (CDPs) and how marketers can choose the best one for their needs.