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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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.
19 CDP use cases that can annoy or engage your customers
Create a user experience customers will appreciate and enjoy. Here's what they consider creepy vs. cool when using their data for marketing.
Webinar: The secret to a customer-centric approach with faster ROI
Stop working for data and learn how to make data work for you.
Webinar: Your customer insights can help you thrive in economic uncertainty
Consumer and market intelligence can help you stay afloat.
Webinar: If the customer is always right, your tech should be too
Discover the emerging solutions and channels that cultivate stronger customer experiences.
At Dreamforce, a new data platform and enhancements to Slack
Salesforce announces a hyperscale, real-time data platform as well as innovations around Slack.
Webinar: CDP must-haves for your budget
First-party data management strategies that keep your customers' data safe and your business booming.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
Learn about the benefits of using a CDP and compare top vendors
Looking for a CDP? Download our buyer's guide today and learn everything you need to know.
ActionIQ adds capability to query data from external sources like data lakes
HybridCompute from ActionIQ will allow the CDP to query data from external sources like enterprise data lakes.
Proliferating privacy laws, changes in data gathering worry marketers: IAB report
Consumers don’t see value of sharing data and marketers want a “one size fits all” privacy law, the IAB finds.
Webinar: How to choose whether to build or buy with this CDP checklist
Learn first-party data management strategies that keep your customers' data safe and your business booming.
How much does a customer data platform cost?
Here's a look at the many factors that complicate CDP pricing and what marketers should consider before investing in a CDP.
Webinar: Harness first-party data for conversion
Learn how Hearst maximizes the power of audience intelligence to drive growth.
How CDPs transform donor experience for a nonprofit organization
Data and customer experience overhauls are part of the roadmap for World Vision as they adapt to digital giving.
5 paths to post-cookie personalized advertising
CDPs. Identity resolution. 2nd party data. Contextual advertising. Marketers are testing insight-rich sources to build audience profiles.
The myth of the single customer record
Most companies find ways to cope with the limitations that prevent creating a single-source-of-truth “golden record."
How clean, organized and actionable is your data?
Getting the most from your CDP depends on data hygiene.
ActionIQ rebrands and launches CX Hub
AIQ, as the company will now be known, says it is evolving from a CDP to a CX solution.
How unifying customer profiles is paying off for this iconic travel brand
Xanterra is using a customer "Golden Record" to deliver on its promise of personalized customer experiences.
How to manage email addresses in a customer data platform
Some advice on finding the right solution for your unique requirements.
90% of marketers say their CDP doesn’t meet current business needs
Systems are failing to deliver on core functions like segmentation, profile assembly and personalization.
Prepare for CDP implementation: Why you need to write CDP use cases
Sharpen focus during the consideration phase by organizing the tasks and goals that a new CDP can deliver on.
Learning from M&T Bank at MarTech Conference: Have CDP use cases ready for a smooth transition
M&T Bank made sure they got the most out of their CDP by lining up use cases for omnichannel orchestration.
Accelerate customer journey automation with this CDP roadmap
In this webinar, learn how Autodesk created a future-proof stack to achieve a seamless, omnichannel customer experience.
How connecting customer data drives personalized experiences
Without a full view of customer data, marketers will have a hard time improving brand experiences.
How B2B marketers can activate first-party data in their CDP
CDPs help orgs collect and centralize valuable customer data as more comes in through engagement and testing.
How to ensure the success of your CDP initiative
Before you engage with a CDP vendor, performing some due diligence upfront will make the evaluation process less painful.
How marketers can build a data-driven technology stack
Despite the wealth of data provided by platforms today, the potential for fragmentation and other issues is high. An optimized tech stack can help.
How to implement a CDP: It’s about getting the right people and plan for support.
ALC Renaissance Consulting’s Amanda Cardona maps out how marketers can assemble teams to help with their new CDP.
ActionIQ integrates with clean room platform to activate second-party data
The partnership with InfoSum will enable brands and publishers to enrich their first-party data.