David outlines the best use cases and fit for companies to use a CDP and what they should keep in mind while selecting one.
Widely recognized expert in marketing technology and analytics. Independent consultant since 1987, specializing in marketing trends, technology strategy, product requirements, and vendor selection. Clients include major firms in retail, insurance, health care, communications, publishing, consumer goods, marketing services, and technology. Have written hundreds of articles on marketing technology for publications including Information Management, DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database Marketing. Frequent presenter at conferences in U.S., Europe, and Asia. Founder of Customer Data Platform Institute.
If you lack a complete, accurate, trusted, shareable view of every account and its contacts, you need a CDP.
A CDP is packaged software that creates a persistent, unified customer database that is accessible to other systems.
ABE needs unified customer and prospect data.
Standard systems lack this, but CDP fills the gap.
The right CDP has scope and features that fit your needs.