How To Determine Whether You Need To Build Or Buy Your CDP

May 26th, 2023

Katie Linford Principal Analyst

Joe Stanhope VP, Principal Analyst

With contributors:

Emily Collins , Cole Walsh , Bruna Venicio , Christine Turley

Summary

Customer data platforms (CDPs) attract marketers looking for access to the high-quality data they need to get better buyer insights, meet increasing customer expectations, and give a holistic view of the customer. Organizations searching for the right CDP solution often face a build versus buy dilemma. While commercial solutions are still maturing in functionality and performance, building an in-house solution requires heavy resources and time and a high level of ongoing support. This report helps marketing organizations understand the pros and cons of each CDP solution option and carefully weigh them against their requirements to make an informed decision.

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