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Marketer’s today are in charge of dozens of martech applications to manage, analyze and act on a growing volume of first-party customer data. But despite increasing efficiency, the proliferation of marketing software applications has created problems with data redundancy, accuracy and integration.
Automating customer data accuracy and integration through a Customer Data Platform (CDP) provides important benefits to marketers. These include:
- Expanded enterprise collaboration–The unification of data allows enterprises to see how strategies for audience, customer experience and execution all fit together.
- Streamlined systems integration–By creating a single “system of record” for first-party customer data, data redundancies and errors can be minimized, and data can flow more quickly into — and out of martech systems.
- Increased marketing efficiency–Many manual tasks are automated by the CDP, allowing marketers to focus on high-value creative and analytical tasks
- Faster marketing velocity–In many cases, CDPs are “owned” by marketing, minimizing the need for IT or developer intervention to collect, analyze and act upon data.
MarTech’s Customer Data Platforms: A Marketer’s Guide examines the market for CDPs and the considerations involved in implementation. In addition to outlining the benefits of using a CDP, this free 77-page report includes market trends, vendor capabilities comparisons, and recommended steps for making an informed purchase decision.
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This report is sponsored by Tealium, Acxiom, Treasure Data, BlueConic, Zeta Global, Adobe, Salesforce, Bloomreach and Customer Link, a PwC Product
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