Customer data platform (CDP)
MarTech is your source for customer data platform (CDP) content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions as well as our CDP buyer’s guide.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Learn about the benefits of using a CDP and compare top vendors
Looking for a CDP? Download our buyer's guide today and learn everything you need to know.
ActionIQ adds capability to query data from external sources like data lakes
HybridCompute from ActionIQ will allow the CDP to query data from external sources like enterprise data lakes.
Proliferating privacy laws, changes in data gathering worry marketers: IAB report
Consumers don’t see value of sharing data and marketers want a “one size fits all” privacy law, the IAB finds.
Webinar: How to choose whether to build or buy with this CDP checklist
Learn first-party data management strategies that keep your customers' data safe and your business booming.
How much does a customer data platform cost?
Here's a look at the many factors that complicate CDP pricing and what marketers should consider before investing in a CDP.
Webinar: Harness first-party data for conversion
Learn how Hearst maximizes the power of audience intelligence to drive growth.
How CDPs transform donor experience for a nonprofit organization
Data and customer experience overhauls are part of the roadmap for World Vision as they adapt to digital giving.
5 paths to post-cookie personalized advertising
CDPs. Identity resolution. 2nd party data. Contextual advertising. Marketers are testing insight-rich sources to build audience profiles.
The myth of the single customer record
Most companies find ways to cope with the limitations that prevent creating a single-source-of-truth “golden record."
How clean, organized and actionable is your data?
Getting the most from your CDP depends on data hygiene.
ActionIQ rebrands and launches CX Hub
AIQ, as the company will now be known, says it is evolving from a CDP to a CX solution.
How unifying customer profiles is paying off for this iconic travel brand
Xanterra is using a customer "Golden Record" to deliver on its promise of personalized customer experiences.
How to manage email addresses in a customer data platform
Some advice on finding the right solution for your unique requirements.
90% of marketers say their CDP doesn’t meet current business needs
Systems are failing to deliver on core functions like segmentation, profile assembly and personalization.
Prepare for CDP implementation using a template for use cases
Sharpen focus during the consideration phase by organizing the tasks and goals that a new CDP can deliver on.
Implementing a CDP? Have use cases ready for a smooth transition
M&T Bank made sure they got the most out of their CDP by lining up use cases for omnichannel orchestration.
Accelerate customer journey automation with this CDP roadmap
In this webinar, learn how Autodesk created a future-proof stack to achieve a seamless, omnichannel customer experience.
How connecting customer data drives personalized experiences
Without a full view of customer data, marketers will have a hard time improving brand experiences.
How B2B marketers can activate first-party data in their CDP
CDPs help orgs collect and centralize valuable customer data as more comes in through engagement and testing.
How to ensure the success of your CDP initiative
Before you engage with a CDP vendor, performing some due diligence upfront will make the evaluation process less painful.
How marketers can build a data-driven technology stack
Despite the wealth of data provided by platforms today, the potential for fragmentation and other issues is high. An optimized tech stack can help.
Getting the right people to support your CDP implementation
ALC Renaissance Consulting’s Amanda Cardona maps out how marketers can assemble teams to help with their new CDP.
Activate customer data by using real-time insights across multiple channels
Put your customers' experiences and data front and center with a CDP.
ActionIQ integrates with clean room platform to activate second-party data
The partnership with InfoSum will enable brands and publishers to enrich their first-party data.
Sitecore integrates CDP, marketing automation features from acquired platforms
With new additions, Sitecore is looking more like an end-to-end marketing suite.
Salesforce releases new conversational and identity resolution features for service and marketing clouds
Integration with AWS Contact Lens brings advanced transcription and real-time sentiment analysis to Amazon Connect customers.
The Trade Desk announces Adobe CDP integration
The independent DSP will allow advertisers to activate their first-party data, using Adobe’s Real-Time CDP, for campaigns across all channels including CTV.
Drive growth with account-based marketing
Why B2B e-tailers need to think about ABM now more than ever.
The lost art of talking to customers
The more you involve your customers in the marketing process, the more successful you will be.
Bounteous teams up with Acquia to launch CDP training services
The new Customer Data Platform QuickStart packages from Bounteous aim at accelerating transformation for orgs using CDPs or considering them.
Don’t let innovation overcome email common sense
It's important to decide whether a trend presents real opportunity or distraction.
What a Salesforce NFT cloud service could mean for marketers
Marketers could gain more utility in their NFT efforts if it hooked into their CRM or CDP.
The Real Story on MarTech: Should you build or buy a customer data platform?
Before making a decision, ask yourself what a CDP will do specifically for your enterprise.
3 ways marketers can prepare for a cookieless future
How marketers can adapt their data strategies to third-party cookie deprecation.
Real Story on MarTech: Where is the puck going in 2022?
No one really knows where martech is headed, but careful diligence can uncover whether that vendor is skating at a pace and direction that works for you.
Why first-party data collection should be a priority for marketers
Knowing the value of first-party data collection and activation is the first step toward successful campaigns.
3 ways marketers can build trust with data ethics
Why adherence to data ethics is the new standard for modern marketing.
Deep changes in the CDP space
With many independent CDPs being acquired, is the stage set for the remaining big players to become vendor-neutral hubs within the marketing stack?
What the CDP Institute learned from dozens of use cases
An analysis of how CDP users plan to use the platforms finds that requirements differ greatly.
5 key themes shaping the future of marketing
From NFTs to first-party data and everything in between, these are some of the most engaging themes that marketers can’t afford to ignore.