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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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.
Marketers are only using one third of their stack’s capability
Stack utilization continues to drop even as martech spending continues to grow. The reasons: Lack of training, increasing complexity and no one authority.
How to make AI-driven segments work in composable CDPs
Here are key considerations when starting or expanding AI usage in your composable CDP.
How Chime is activating data to communicate with customers
The fintech company adopted a warehouse-first approach to drive personalization and insights across channels.
MarTech’s CDP experts to follow
Customer data platforms are critical components of many martech stacks. The space is also constantly changing. Here are the CDP experts to follow.
Zero Copy Data Access: The Future of Data Management?
ZCDA enables applications to access the memory location where the data is stored directly, saving time and improving performance.
Electrolux’s data and analytics roadmap to improved customer experience
The global brand is breaking down silos and unifying data in order to gain better engagement and grow customer lifetime value.
3 approaches to merging profiles when resolving identities
Managing customer profiles effectively can lead to better customer experience use cases.
Leverage real-time data for stronger campaigns and higher ROI
In this webinar, learn how to get data-driven, personalized campaigns out the door faster.
IAB Tech Lab’s updated data clean room standards: What marketers need to know
Here’s how IAB Tech Lab’s guidance and specifications are paving the way for DCR security and interoperability.
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.