The Ultimate Guide to CDPs


Customer Data Platforms (CDPs) are much more than simply CRM systems on steroids. They ingest a combination of first-party customer data from a wide range of internal sources and brand interactions, as well as third-party data that provides important clues about a customer’s lifetime value, communications preferences and interests.

Additionally, the most advanced CDPs use AI to support predictive analytics that provide real-time, personalized customer interactions — which can have a strong impact on conversion rates. This Retail TouchPoints Tech Guide will outline how CDPs can help retailers adapt to new realities by:

  • Providing real-time or near-real-time “next best actions” that fit the highly competitive omnichannel climate;
  • Protecting customer privacy at a time when more consumers are becoming aware of the value of their personal data; and
  • Future-proofing a retailer’s marketing tech stack by making it simpler to incorporate data points from new and emerging touch points.

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