A Guide to What Is—and Isn’t—a Customer Data Platform by Gartner®

By 2026, 80% of organizations pursuing a 360-degree view of the customer will abandon it because it doesn’t adhere to data privacy regulations, relies on obsolete data collection methods and obliterates customer trust.  

What you'll learn

Enhance customer experiences, boost retention, and unlock the full potential of your Customer Data Platform (CDP) solution. We believe this report provides a strategic guide to navigating the marketing technology stack, evolving stakeholder needs, and data governance challenges to ensure a smart investment in customer data management. 

In this Gartner report, you’ll discover how to: 

• Gain a clear understanding of the CDP category and its role in your MarTech strategy. 
• Evaluate the CDP features including segmentation, integrations, analytics, personalization, and orchestration. 
• Compare packaged vs. composable approaches to critical CDP capabilities.  
• Distinguish CDP from Customer Relationship Management (CRM), Marketing Automation Platforms (MAP), and other neighboring technologies.  
• Select the right technology for your MarTech roadmap, aligning it with your use cases and business goals. 

Who will find this Gartner report useful?

We believe this report is tailored for marketing and IT leaders navigating the complex MarTech landscape and seeking cost-effective customer data solutions to improve customer experience (CX) and drive revenue growth. 

Gartner, Inc. A Guide to What Is — and Isn’t — a Customer Data Platform. Lizzy Foo Kune, Benjamin Bloom. 16 May 2024. 

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