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!
The fatal flaw killing your customer data initiatives
Customer data alone won’t drive results. A shift to customer analytics is what turns information into action.
Supermetrics acquires real-time CDP Relay42
Another standalone CDP is off the market, as consolidation continues to hit the space.
Turn real-time data into smarter customer journeys
Connect the dots between real-time data and real-world results.
Nobody knows what a CDP is anymore — and that’s the problem
CDPs promised clarity and control. Now they deliver complexity and confusion. Here's how the smartest brands are responding.
Twilio unveils new features for customer data platform
Improvements include better data orchestration, a fully redesigned customer journey function, an AI agent creator and enhanced compliance tools.
Why does composability get so much attention in the CDP space?
Composability is a big part of the story as the CDP space evolves.
Customer relationship management (CRM)
5 drivers of full-funnel growth with CRM and CDP data
Master full-funnel marketing with tactics that connect acquisition data to lifetime value, driving smarter decisions and higher profits.
More consolidation among data tools, as Fivetran acquires Census
Vendors touching customer data keep pairing up as data becomes more essential in the AI era.
6 challenges businesses face when deploying CDPs
Like many ambitious software deployments, CDPs present a number of deployment challenges. Here's how to overcome them.
Why independent CDPs are disappearing (and what comes next)
With the consolidation of leading independent CDPs, the industry is at a turning point. Here’s what brands need to know.
5 underrated tools to boost your B2B PPC performance
These will help you track smarter, outsmart competitors, and make sense of multichannel chaos in 2025
Adobe looks to navigate privacy and advertising with Adobe Real-Time CDP Collaboration
Adobe’s new data clean room helps advertisers and publishers protect privacy while monetizing audiences.
Did Meta just launch a CDP with Signals Gateway?
If it looks like a CDP and quacks like a CDP, it might just be a CDP. And it’s an interesting time to enter that market for sure.
CDP consolidation continues, as Rokt scoops up mParticle
Is this officially a wave of consolidation crashing over the CDP space? It certainly looks that way.
5 principles for a smoother, more successful CDP deployment
A successful CDP deployment improves business outcomes. These five principles will help you get there.
Digital experience platform (DXP)
Contentstack acquires CDP Lytics
Another independent CDP is absorbed by a digital experience platform.
Marketing artificial intelligence (AI)
AI transformation: 2025 predictions
Experts predict that AI will spur transformation around data, content optimization, decisioning and hiring chief AI officers in the year ahead.
The hidden reasons your CDP project is failing
There are things that go wrong with any big project and there are things that go wrong with CDPs. Let's plan to avoid those pitfalls.
12 ways to use a customer data platform
Sure, your CDP can sit at the center of your martech stack and be a centralized hub for data and reporting. But it can also do so much more.
Composability has arrived, says MessageGears
Let's take a close look at the claim that composable CDPs are here to stay.
The age of personalization: How to prepare when nobody’s prepared
Marketing personalization has never been more important, yet companies are struggling to implement the right strategies.
The service model evolving around CDPs
CDPs are adding new capabilities and finding new uses across the organization. Getting the most from them may mean looking beyond the vendor.
What to do when your vendor has a data breach
Last year, 61% of companies reported a third-party data breach — so it's only a matter of time until you will have to deal with one.
Data Cloud represents the ‘biggest upgrade’ in Salesforce history
Salesforce triples down on Data Cloud with new capabilities including a close connection with the Agentforce AI bots.
2024 elections playbook works for brands too
Brands can take advantage of contextual strategies and CTV to fuel their holiday push.
Oracle enhances its Unity CDP offering
B2B marketing is at the center of product announcements at Oracle CloudWorld, especially focused on Oracle Unity CDP.
How to use ChatGPT to simulate martech tools and marketing strategy
What if you could simulate marketing programs using a CDP before investing in the technology?
Marketing artificial intelligence (AI)
Hightouch launches AI Decisioning
Composable CDP Hightouch has a new solution supporting data-driven customer engagement at the individual level. UPDATED with comments from Hightouch and independent experts.
Marketing artificial intelligence (AI)
CDP and customer experience: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: CDPs and metrics for powering customer engagement.
Why first-party data still reigns even with Google keeping third-party cookies
Cookies or no cookies, first-party data is your competitive edge. Find out how to build a robust data strategy for the future.
What the composability revolution means for CDPs
Big changes are afoot in the martech space under the broad term 'composability.' One of the first categories to be impacted is the CDP.
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 Salesforce Data Cloud supports CX for Principal Financial
Salesforce Data Cloud is raining personalized experiences on Principal Financial Group's B2C and B2B2B businesses.
Navigating AI’s place in the CDP landscape
Uncover the hype and reality of AI in customer data platforms and why a broader AI framework is essential for maximizing its benefits.
BlueConic acquires experience-creation company Jebbit
The acquisition aims to help CDP customers capture more first-party data using interactive experiences built through Jebbit's creator interface.
CDPs, their close kin and how to choose between them
Is it a CDP you're looking for? Or will another martech application better suit your needs?
Why first-party data alone won’t solve marketers’ challenges
Learn why and how to enhance your first-party data strategy with second-party partnerships and third-party enrichment.
Marketing artificial intelligence (AI)
Sourcing first-party data for a CDP: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how to source data for a new CDP.
How to master identity resolution in a warehouse-native world
An overview of must-have capabilities for effective identity resolutions, plus the players in the market and what they offer.
Marketing artificial intelligence (AI)
Business leaders believe AI can deliver a competitive advantage
A new report from Twilio Segment finds company directors optimistic that AI stratgeies can help beat their competitors.