Six Must-Have Capabilities for Customer Data Platforms

The capabilities available through customer data platforms (CDPs) can dramatically improve marketing campaigns and take the guesswork out of acting on customer needs and expectations.

But, not all CDPs have the same capabilities. In a confusing and complex landscape, it's important for brands to learn which capabilities various CDPs offer and then determine the best fit for their organization’s needs. This white paper outlines the six must-have capabilities and key considerations for implementing a CDP.



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