Marketers know they need a unified view of customer data. Our customer experience (CX) trends report found that 54% of marketers intend to focus their martech budget on a customer data platform (CDP). But not all CDPs are created equal, so how do you pick the right one?
This report by the CDP Institute looks at several CDP functions that are important for enterprise marketing:
Data quality and identity management
Online and offline data
Reporting
Analytics and machine learning
Data actionability
For each, you will learn what it is, who needs it and what to look for, so you can find a CDP that meets the specific requirements of your organization's goals.
