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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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.
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.