Over the last few weeks my team and I have been trying to make sense of the customer data platform (CDP) category of marketing tools. The CDP value proposition is to create a unified, complete picture of every customer that can be used to improve the customer journey and deliver a personalized customer experience across all marketing channels. Customer experience nirvana!
In trying to categorize all the CDPs (there are more than 40), the single biggest challenge has been to find two or three meaningful sentences that describe what each product does.
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