Eye for Ebony

One of the key factors driving the growth of customer data platforms (CDP) is the increasing importance of first-party data to B2C brands.

Forces such as the EU’s new General Data Protection Regulation (GDPR), consumers’ increasing demands for privacy, and the waning influence of anonymous, cookie-based approaches to advertising are spurring marketers to examine how they can more fully leverage their owned first-party customer data. 

At the same time, vendors with solutions for unifying customer data and orchestrating customer experiences across the marketing technology ecosystem are aligning their offerings under the moniker “customer data platforms” in hopes of capitalizing on this sudden demand for solutions that unlock the potential of customer data.

But this is causing a lot of confusion for companies looking to CDPs to solve problems of data silos and increase customer lifetime value.

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