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1、Revolutionize Your Customer Data Strategy Shift From Standalone To Embedded CDPs A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER COMMISSIONED BY KLAVIYO,DECEMBER 2024ABOUT FORRESTER CONSULTINGForrester provides independent and objective research-based consulting to help leaders deliver key outcomes.

2、Fueled by our customer-obsessed research,Forresters seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact.For more information,visit Research,Inc.All rights reserved.Unauthorized reproduction is strictly prohibited.

3、Information is based on best available resources.Opinions reflect judgment at the time and are subject to change.Forrester,Technographics,Forrester Wave,and Total Economic Impact are trademarks of Forrester Research,Inc.All other trademarks are the property of their respective companies.E-61331Proje

4、ct Team:Rachel Baum,Market Impact ConsultantJemimah Charles,Associate Market Impact ConsultantContributing Research:Forresters B2C Marketing Leaders research groupTable Of Contents3 Executive Summary4 Key Findings5 Increased Demand For Innovative Insights Puts Pressure On Current CDP Solutions9 CDP

5、Growing Pains Slow Time To Value 13 Embedded CDPs Deliver Functionality And Value17 Key Recommendations18 AppendixREVOLUTIONIzE YOUR CUSTOMER DATA STRATEGY 2Executive SummaryCustomer data platforms(CDPs)play an integral role in achieving marketing goals by creating comprehensive and unified customer

6、 profiles from cross-organizational customer data.Marketers then deliver engaging digital experiences by using the CDP-housed profiles to orchestrate interactions,increase personalization,and leverage real-time analytics.However,the high cost,time-consuming integration,and technical complexity of CD