Trends Report

For B2C Marketers, Customer Data Platforms Overpromise And Underdeliver

Simplicity Isn't Enough To Solve Complex Marketing Challenges

October 26th, 2018
With contributors:
Mary Pilecki , Christian Splaine , Christine Turley


Enterprise B2C marketers face the convoluted task of wrangling myriad customer data to deliver customer-centric, contextually relevant engagement. Amid this challenge, customer data platforms (CDPs) offer an alluring sales pitch of centralizing disparate data and simplifying complex orchestration processes. But for many enterprise B2C marketers, CDPs are a Band-Aid solution on a much larger challenge. This report provides a close look at CDPs' capabilities and shortcomings and guides B2C marketers through the CDP marketplace.

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