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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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.
The path to personalization: A roadmap for marketers
There's a clear connection between personalization and revenue. Where is your organization on the journey to delivering personalized experiences to its customers?
For CDPs, the ‘single customer record’ can be a distraction
A single customer record might not be the best approach for your customer data anyway.
Cut through inbox clutter with personalized, high-impact email
As email volumes continue to rise and click-through rates decline, creating personalized, engaging content that resonates with your audience is crucial.
Salesforce Einstein: A deeper dive into data, personalization and Copilots
A closer look at Salesforce's new announcements about Data Cloud, Einstein AI and Copilots and where they all fit into Salesforce's architecture.
There are 10 types of CDP. Here’s why that matters
Discover the focus, use cases and weaknesses of 10 different types of customer data platforms.
Amperity launches composable ‘Lakehouse’ CDP
Data lakes meet data warehouses in the "lakehouse" architecture Amperity is seeking to leverage for its new CDP offering.
Beyond the tech: Mastering customer data with a modern approach
Build a foundational “Customer 101” dataset and unleash its potential through enrichments and a data-driven learning cycle.
Marketing artificial intelligence (AI)
Unifying first-party data using CDPs and other tools: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: CDPs and other tools that help unify data.
How to adapt your marketing for the new era of data analytics
Having a vision for your data is critical for any marketing strategy. And building a trusted data foundation is the first step in executing on that vision.
GrowthLoop and TransUnion partner to improve audience reach
CDP GrowthLoop will make TransUnion's TruAudience data available to users in the hope of improving match rates.
The top 10 benefits of customer data platforms
Here are the top 10 benefits claimed for CDPs as well as some questions to be asked about whether those benefits will truly be realized.
What does ‘Real-Time Marketing’ really mean?
Real-time does not have to mean right now. It’s delivering the information when the end user needs it.
Ana Mourão: Spotlight on the expert
Ana Mourão is a senior digital marketing leader and CDP advisor at the iconic global tools brand Stanley Black & Decker.
The customer data platform market
A marketer's guide to the customer data platform market including market growth, trends and a look at some major CDP vendors.
4 ways new Data Cloud features help you personalize ads
These new innovations can make you more efficient and effective at using your customer data to deliver advertising campaigns that resonate.
A CDP is a powerful tool — Here’s how to make it work for you
CDPs govern data collection, data unification, data activation and data insights. The right CDP sets you up for generative AI success.
Adobe continues to roll out genAI capabilities across its platform
Adobe continues to weave generative AI into applications across its platform in a series of new product announcements.