1、The Enterprise Marketers Guide to Customer Data Platforms2Table of ContentsThe Enterprise Marketers Guide to Customer Data PlatformsIntroductionDeciding if you need a CDPWhat is a Customer Data Platform?Why an Enterprise Marketer needs one?How other Enterprise Marketers use a CDP?How CDPs workWhat g

2、oes into a CDP?Comparing platforms CDP vs DMPsChoosing the right CDP for youThe ultimate CDP shopping list:10 considerations for successHow to choose the right CDP for your business in 5 steps3567111213161618243IntroductionTodays customer journeys are more complex than ever.The majority of shoppers

3、follow a zig-zagging path through a wealth of touchpoints,both online and offline.They might stumble across a companys social media post,which directs them to a blog,before finally landing on the eCommerce site or visiting the business in-store.Customers have high expectations from the brands they e

4、ngage with,and expect personalisation across all touch points;in fact,Salesforce reports that 80%of customers value the brand experience as much as the products themselves.With such unpredictable journeys,how can businesses keep track of their customers?And how can they deliver personalised experien

5、ces across an ever-expanding set of touchpoints?The Enterprise Marketers Guide to Customer Data Platforms4The answer:a Customer Data Platform(CDP).At a high level,CDPs offer a broad range of benefits,including:Delivering unified views of customers and their interactions across every touchpoint Maint

6、aining strict compliance and privacy standards in the handling of customer dataCreating the ability to act on customer data to deliver personalised experiences across every marketing and service channel But beyond these benefits are a world of critical challenges and considerations to address before