In this article for CMSWIRE, I explore the lenses with which to filter Customer Data Platforms (CDPs) and eliminate vendors that don’t meet business needs.
Customer Data Platforms (CDPs) are rapidly becoming a foundational technology piece in omnichannel martech stacks. They can also serve as a key component in broader digital transformation and customer experience (CX) initiatives.
Unfortunately for you the technology buyer, scores of products call themselves a “CDP,” and perhaps as many platforms in other categories have CDP-like capabilities. Naturally, almost every vendor claims to be a leader, challenger, largest, first, leading, global or some combination of these.
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