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!
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.
Marketing artificial intelligence (AI)
How to make sure your data is AI-ready
Use these practical tips to prepare your customer data so you can make the most of artificial intelligence.
20 questions to ask customer data platform vendors during the demo
Once you've chosen a short list of vendors and scheduled demos, think about the questions to ask them.
3 future-proofing strategies for Google’s third-party cookie crackdown
With third-party cookies on their way out, here’s how marketers can future-proof data collection and leverage first-party data strategies.
Only 6% of global marketers apply customer insights to product and brand
Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels.
Building a center of excellence for CDPs in 2024
Dive into the changing dynamics of CDP ownership, usage and collaboration between marketing and other internal teams.
How to decide if your organization needs a customer data platform
11 questions to determine if you have the staff capabilities, management support and financial resources needed for a CDP to be a smart purchase.
The CDP space saw sluggish growth in H2 2023
Employment and funding were up marginally and start-ups continue to enter the space.
ActionIQ to add CXAI suite to its CDP
Enterprise CDP ActionIQ has plans to layer AI-driven solutions across its platform.
Martech set to exceed $215 billion by 2027
The global martech market will hit 13.3% annual growth in the coming years, up from 10.9% in 2023, according to a new Forrester forecast.
AI-powered features to look for in customer data platforms
While CDPs have long had AI "behind the scenes," the integration of genAI is spurring vendors to add many new features and abilities.
Real-time customer data platforms: The promise and the reality
Real-time customer data platforms (CDPs) promise to transform the way businesses collect, analyze, and utilize customer data to drive personalized marketing strategies and enhance customer experiences.
CDP use case for targeting lapsed customers: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: CDP use case for targeting lapsed customers.
Open-source customer data platforms: Can you unleash your data for less?
Is an open-source CDP right for your organization? That depends.
2024 Predictions: Data and AI on marketers’ minds
B2C and B2B marketers will look to better data governance and first-party strategies during an almost certain third-party cookie phaseout.
2023 in review: Our 10 top articles on CDP
As the year comes to a close we're looking back on what's been learned. Here are 10 of the most popular posts about CDP by our experts.
3 points to consider before implementing a CDP
Brands will continue to invest in CDPs over the next few years. Here are some key points you should address before plunging in.
Breaking down data silos: Overcoming obstacles and planning for the future
Getting rid of data silos is not easy, but it must be done for marketing to succeed. Here are ways to overcome common obstacles.
How to build a CDP use case
Crawl, Walk, Run: The Iterative Approach for A CDP Use Case
Breaking down data silos: A practical guide to integrated marketing data
Get insights into integrating isolated data across various teams to fuel data-driven decision making and maximize marketing performance.
Spotlight on the expert: Greg Krehbiel
Greg Krehbiel's path to becoming a CDP savant began with a degree in geology that turned into a career in publishing.
Master the art of turning data into dollars
Learn the strategic value of composing your stack, breaking free from the limitations of traditional data collection.
Take back your ROI by owning your data
In this webinar, learn how your marketing stack enables always-on customer experiences.
Build or buy your CDP? Compare the pros and cons
Arm yourself with the knowledge to make the right CDP decision for your needs.
2024 brings the end of the third-party cookie. So now what?
In this webinar, learn how a first-party data approach could be the answer you're searching for and what technology you might need to help you achieve that.
HubSpot buying B2B data source ClearBit
HubSpot users will soon have direct access to ClearBit's third-party data on millions of businesses. Updated with further commentary.
Making sense of composable CDPs: What martech buyers need to know
Explore the facts and fiction surrounding composable CDPs and how to make them work for your organization.
Customer data debt: The hidden obstacle to CDP success
Resolve customer data debt and let your enterprise harness the power of CDPs for improved marketing outcomes.
Are marketers cooling on CDPs?
A survey from The CDP Institute indicates lagging CDP use, but strong results for many who use them. Levels of data unification at orgs varies widely.
Movable Ink introduces Universal Data Activation for cross-channel personalization
The tool leverages data from any source, including CDPs, websites and apps, to automatically create personalized content for customers.
The limitations of ‘real-time’ CDP use cases
Just because a CDP can do some things in real time doesn’t mean it will be able to do everything you want to do in real time.
MarTech’s experts to follow: The lists so far
Who ya gonna call? These folks. From ABM to MOps, here are all the experts you must follow to know what's happening.