Operationally, a strong first-party data foundation is critical. Meanwhile, strategically, CDPs need to be uniquely positioned to leverage ML and AI capabilities in order to enable marketers to tackle the biggest challenges in customer experience and data-driven decision-making. Positioned at the intersection of marketing, UX, and data ecosystems, CDPs have the potential to transform how brands connect with and understand their customers. But how can buyers know what they’re actually getting—and how can users know if they’re harnessing the full potential of their investment?
This series is designed to cut through the noise, offering a clear, comprehensive look at the major market developments that have shaped the industry as we know it and the current state of play. As a continuation of this series, we will share groundbreaking research and practical guidance to help you choose the right CDP for your organization’s unique goals and context.
Table of Contents
CDP 1.0: Moving bits
Discover how CDPs emerged to create operational efficiencies by simplifying data unification, and where the first generation succeeded and fell short.
Zero Copy as a Data Strategy: The Role of Data Quality and Governance
Find out the real truth behind “zero-copy” strategies and how different CDP architectures impact data quality, governance, and performance.
Composable Gets Conflated
Demystify the buzz around “composability” and learn how to separate genuine CDP flexibility from marketing hype to make more informed decisions.
Buying a CDP Today
Navigate the crowded CDP landscape with a breakdown of the different types—built-in, DIY, warehouse-native, and established CDPs—and get guidance on finding the best fit for your unique needs.
