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Cdp buyers guide Customer Data Platform Buyer ? s Guide David Kim dkim email com Traits Events Indentities lastActivity a few seconds ago ordersPast days ?rstName David lastName Kim city San Francisco Created by C OVERVIEW Until recently the easiest way t

Customer Data Platform Buyer ? s Guide David Kim dkim email com Traits Events Indentities lastActivity a few seconds ago ordersPast days ?rstName David lastName Kim city San Francisco Created by C OVERVIEW Until recently the easiest way to answer ??what is a Customer Data Platform ? was to list a slew of related acronyms to highlight what a CDP isn ? t A Customer Data Platform is not a Data Management Platform DMP Digital Experience Platform DEP Customer Relationship Management CRM or Tag Management System TMS While highlighting what a CDP isn ? t may be helpful you shouldn ? t need a Ph D in marketing technologies just to learn what in fact a Customer Data Platform actually is Rest assured that you ? re not alone in trying to understand what a Customer Data Platform is In the last year the number of vendors in the industry has doubled and Gartner client inquiries on the topic have quadrupled This guide will not only help you understand what a Customer Data Platform is but it will also highlight ? Why you should use a Customer Data Platform ? When is the right time to invest in a Customer Data Platform ? How to ?nd the right Customer Data Platform for your business Best of all you only need to remember a single acronym to use this guide Customer Data Platform CDP Customer Data Platform Buyer's Guide Overview Customer Data Platform Institute CDP Industry Update Gartner A Marketer's Guide to What Is ?? and Isn't ?? a Customer Data Platform C Table of contents What is a Customer Data Platform How do you ?nd the right Customer Data Platform Customer Data Platform Buyer's Guide Table of contents C What is a Customer Data Platform With over companies claiming to be Customer Data Platforms it ? s important to have a clear de ?nition of what a Customer Data Platform is so you can accurately evaluate and categorize di ?erent vendors Four common elements of a CDP Based on research from Gartner the CDP Institute and customer discussions there are four common elements that all true CDPs must o ?er This will likely change as the industry evolves but here is the leading de ?nition of Customer Data Platform today A Customer Data Platform is a system that enables you to ? Collect data from every customer touch point ? Unify pro ?les and store customer data in one place ? Segment customers into meaningful audiences and ? Activate customer data and audiences in tools needed to drive personalization and revenue Why use a Customer Data Platform Your customers interact with your brand in a variety of places In a single day a customer may discover your business through an ad on Facebook download your app to browse products and then decide to purchase something on their laptop later that night This valuable data is siloed in disparate tools making it di ?cult to understand exactly who your customers are