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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
In data we trust: How to establish customer trust through data privacy
Learn how to navigate signal loss and achieve benefit-driven conversations with customers, led by privacy, with a customer data platform.
The CDP connector myth
Watch out for CDP vendors claiming to have diverse connector catalogs that match up well against your stack.
Data management platform (DMP)
The future of data management platforms in the era of CDPs
With third-party cookies going away and a fast-growing market for customer data platforms, is there a role for DMPs?
Why and how you should rethink profile merging
Merging records to create a single customer profile can sometimes interfere with your use case. Here's what you can do about it.
Measuring CDP adoption: A comprehensive framework
With this framework, you can begin to understand and measure how your CDP drives business value and contributes to ROI.
3 best practices for B2B ABM marketers
Full-funnel strategies for using data and insights to engage your top B2B prospects.
How to create a CDP worksheet from your use cases
Getting the right mix of front-end and back-end functions is key to your CDP evaluation and implementation. Start with your use cases and build a worksheet.
Marketing artificial intelligence (AI)
How to use AI and machine learning to personalize and optimize campaigns
Marketers can leverage this technology, but first they need to centralize their data.
How data clean rooms might help keep the internet open
The IAB sees encouraging signs that DCRs might sustain addressable advertising outside the walled gardens and without the help of cookies.
Big Lots’ approach to building an identity roadmap
The retailer discusses identity challenges and how to align teams and technology to overcome them.
Lotame launches first-party data accelerator
Spherical will extend first-party data from data warehouses and CDPs into the "madtech" space.
Customer data platform (CDP) buyer's guide
20 questions to ask customer data platform vendors during the demo
You want to learn how easy a platform is to use and whether the vendor seems to understand your business and your marketing needs.
Customer data platform (CDP) buyer's guide
Does your organization need a customer data platform?
To answer this you must assess your organization’s business needs, staff capabilities, management support and financial resources.
Customer data platform (CDP) buyer's guide
What is a CDP and how does it give marketers the coveted ‘single view’ of their customers?
Customer data platforms give marketers control over data collection, segmentation and orchestration through out-of-the-box integrations that rarely require IT or developer involvement.
How Coca-Cola activated their enterprise CDP
Over the last two years, the Coca-Cola Company has been implementing an Adobe CDP and activating other capabilities around it to connect with 2 billion customers worldwide.
How CPGs can realize the value of first-party data with a CDP
Consumer packaged goods brands can drive ongoing marketing ROI by harnessing the value of first-party data through a customer data platform.
How Penske Media uses a CDP to help advertisers reach digital users
Unifying first-party data in the CDP helps authenticate users and quickly improve their experiences.
Why marketers are replacing foundational martech
With engagement technologies in place, marketers are now turning to the foundational layer for replacements.
Webinar: Drive smarter engagement across the customer journey
Learn the tools and tactics to execute personalization across channels from a data-first organization.
Where should a CDP fit in your martech stack?
Here are three approaches to consider when implementing a CDP based on how it integrates with your customer data ecosystem.
Webinar: Do more with less to get ahead in 2023
Empower your teams to send less communications and see more results.
Marketers using more data sources in search of better data quality
In 2021 companies used an average of 10 different sources for customer data. That increased to 15 this year and is projected to hit 18 by the end of 2022.
4 tips for a great CDP implementation
Implementing a customer data platform? Here are seemingly insignificant integration points you need to keep an eye on.
How companies are leveraging clean rooms and first-party data as cookies vanish
Remain competitive with campaign insights and customer segmentation with the help of clean room partners.
What marketers need to know to prepare for 2023
Working on your 2023 strategies? Here's a look at what to think about when planning for the coming year.
How to use AI and machine learning to boost marketing data management
Connect teams, evaluate processes and implement programs using AI and ML for data challenges.
10 CDP implementation mistakes to avoid
A customer data platform is a great tool. But if you’re not careful with implementation, it can be a disaster.
Genie is a step beyond the Salesforce CDP
Genie represents a rethinking of Salesforce's approach to customer data.
Oracle launches industry-specific AI models for its Unity CDP
Oracle announces vertical-specific models for the Unity CDP and talks about connecting front- and back-office to boost CX.
How to ID and organize data with a new CDP
To get the most out of your CDP, make sure the customer journey and your company’s internal infrastructure are aligned.
How to build customer profiles using a CDP
Customer data experts break down the key ingredients that go into a CDP.
19 CDP use cases that can annoy or engage your customers
Create a user experience customers will appreciate and enjoy. Here's what they consider creepy vs. cool when using their data for marketing.
Webinar: The secret to a customer-centric approach with faster ROI
Stop working for data and learn how to make data work for you.
Webinar: Your customer insights can help you thrive in economic uncertainty
Consumer and market intelligence can help you stay afloat.
Webinar: If the customer is always right, your tech should be too
Discover the emerging solutions and channels that cultivate stronger customer experiences.
At Dreamforce, a new data platform and enhancements to Slack
Salesforce announces a hyperscale, real-time data platform as well as innovations around Slack.
Webinar: CDP must-haves for your budget
First-party data management strategies that keep your customers' data safe and your business booming.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
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.