Marketers today are faced with a seemingly insurmountable task: to gain a deep and accurate understanding of each and every customer and prospect across all touchpoints and interactions.
Accomplishing this goal requires an awful lot of data and an ability to sift through and interpret it all. The good news is that most companies today are sitting on a mountain of first-party data they can use to understand their customer base and universe of prospects. The bad news is that this data is typically scattered across the organization in different systems.
So what is a company to do? A customer data platform (CDP) may be the answer.
This white paper answers the questions: