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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Data clean rooms: A beginner’s guide
Here's how enterprises are using data clean rooms to improve the return on their customer data investments.
4 CDP strategies to unlock the power of first-party data
Here are ways brands can ensure they’ve got the customer data they need for a successful CDP implementation.
Evaluating data clean rooms for your organization
What data clean room is right for you? It depends on the team and technology you have in place.
Composable CDPs: How do they differ from packaged solutions?
Choosing between composable vs. packaged CDP is not straightforward. Here are key considerations to know before making a decision.
A customer data roadmap for staying ahead of the competition
This webinar explores the intricacies of understanding customers' preferences and uncovers the game-changing potential of leveraging customer data.
Webinar: How to build consumer trust in a cookieless world
Personalized moments can minimize privacy compliance risk and drive lead volume and customer loyalty without third-party cookies.
Gartner: Give up on the complete view of the customer
Is it time to abandon the 360-degree view of the customer? Gartner analysts seem to think so. Others disagree.
Don’t leave the future of your data in vendors’ hands
Learn how to first identify your problem and then let the solution provider prove their value.
Marketing use cases for data clean rooms
What data clean rooms are, who uses them and why, how much they cost, where they fit in your stack and more.
CDPs prevent your data from going down the drain
In this webinar, learn why customer data platforms are a must-have solution.
Scott Brinker unveils 2023 martech landscape
Despite the uncertain economy, the marketing technology landscape has grown by over 1,000 solutions since last year.
Should you use your data warehouse as your CDP?
There's a case for and against using your data warehouse as a customer data platform. Here are three ways to make it work.
Adobe’s roadmap for B2B, CDP and product analytics
A deeper dive into the Adobe Summit product news that went beyond Adobe Firefly and generative AI.
The CDP connector myth
Watch out for CDP vendors claiming to have diverse connector catalogs that match up well against your stack.
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.
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.
Marketing artificial intelligence (AI)
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.