Customer data platform (CDP)
MarTech is your source for customer data platform (CDP) content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions as well as our CDP buyer’s guide.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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How Salesforce Data Cloud supports CX for Principal Financial
Salesforce Data Cloud is raining personalized experiences on Principal Financial Group's B2C and B2B2B businesses.
Navigating AI’s place in the CDP landscape
Uncover the hype and reality of AI in customer data platforms and why a broader AI framework is essential for maximizing its benefits.
BlueConic acquires experience-creation company Jebbit
The acquisition aims to help CDP customers capture more first-party data using interactive experiences built through Jebbit's creator interface.
CDPs, their close kin and how to choose between them
Is it a CDP you're looking for? Or will another martech application better suit your needs?
Why first-party data alone won’t solve marketers’ challenges
Learn why and how to enhance your first-party data strategy with second-party partnerships and third-party enrichment.
Marketing artificial intelligence (AI)
Sourcing first-party data for a CDP: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how to source data for a new CDP.
How to master identity resolution in a warehouse-native world
An overview of must-have capabilities for effective identity resolutions, plus the players in the market and what they offer.
Marketing artificial intelligence (AI)
Business leaders believe AI can deliver a competitive advantage
A new report from Twilio Segment finds company directors optimistic that AI stratgeies can help beat their competitors.
The path to personalization: A roadmap for marketers
There's a clear connection between personalization and revenue. Where is your organization on the journey to delivering personalized experiences to its customers?
For CDPs, the ‘single customer record’ can be a distraction
A single customer record might not be the best approach for your customer data anyway.
Cut through inbox clutter with personalized, high-impact email
As email volumes continue to rise and click-through rates decline, creating personalized, engaging content that resonates with your audience is crucial.
Salesforce Einstein: A deeper dive into data, personalization and Copilots
A closer look at Salesforce's new announcements about Data Cloud, Einstein AI and Copilots and where they all fit into Salesforce's architecture.
There are 10 types of CDP. Here’s why that matters
Discover the focus, use cases and weaknesses of 10 different types of customer data platforms.
Amperity launches composable ‘Lakehouse’ CDP
Data lakes meet data warehouses in the "lakehouse" architecture Amperity is seeking to leverage for its new CDP offering.
Beyond the tech: Mastering customer data with a modern approach
Build a foundational “Customer 101” dataset and unleash its potential through enrichments and a data-driven learning cycle.
Marketing artificial intelligence (AI)
Unifying first-party data using CDPs and other tools: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: CDPs and other tools that help unify data.
How to adapt your marketing for the new era of data analytics
Having a vision for your data is critical for any marketing strategy. And building a trusted data foundation is the first step in executing on that vision.
GrowthLoop and TransUnion partner to improve audience reach
CDP GrowthLoop will make TransUnion's TruAudience data available to users in the hope of improving match rates.
The top 10 benefits of customer data platforms
Here are the top 10 benefits claimed for CDPs as well as some questions to be asked about whether those benefits will truly be realized.
What does ‘Real-Time Marketing’ really mean?
Real-time does not have to mean right now. It’s delivering the information when the end user needs it.
Ana Mourão: Spotlight on the expert
Ana Mourão is a senior digital marketing leader and CDP advisor at the iconic global tools brand Stanley Black & Decker.
The customer data platform market
A marketer's guide to the customer data platform market including market growth, trends and a look at some major CDP vendors.
4 ways new Data Cloud features help you personalize ads
These new innovations can make you more efficient and effective at using your customer data to deliver advertising campaigns that resonate.
A CDP is a powerful tool — Here’s how to make it work for you
CDPs govern data collection, data unification, data activation and data insights. The right CDP sets you up for generative AI success.
Adobe continues to roll out genAI capabilities across its platform
Adobe continues to weave generative AI into applications across its platform in a series of new product announcements.
Marketing artificial intelligence (AI)
How to make sure your data is AI-ready
Use these practical tips to prepare your customer data so you can make the most of artificial intelligence.
20 questions to ask customer data platform vendors during the demo
Once you've chosen a short list of vendors and scheduled demos, think about the questions to ask them.
3 future-proofing strategies for Google’s third-party cookie crackdown
With third-party cookies on their way out, here’s how marketers can future-proof data collection and leverage first-party data strategies.
Only 6% of global marketers apply customer insights to product and brand
Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels.
Building a center of excellence for CDPs in 2024
Dive into the changing dynamics of CDP ownership, usage and collaboration between marketing and other internal teams.
How to decide if your organization needs a customer data platform
11 questions to determine if you have the staff capabilities, management support and financial resources needed for a CDP to be a smart purchase.
The CDP space saw sluggish growth in H2 2023
Employment and funding were up marginally and start-ups continue to enter the space.
ActionIQ to add CXAI suite to its CDP
Enterprise CDP ActionIQ has plans to layer AI-driven solutions across its platform.
Martech set to exceed $215 billion by 2027
The global martech market will hit 13.3% annual growth in the coming years, up from 10.9% in 2023, according to a new Forrester forecast.
AI-powered features to look for in customer data platforms
While CDPs have long had AI "behind the scenes," the integration of genAI is spurring vendors to add many new features and abilities.
Real-time customer data platforms: The promise and the reality
Real-time customer data platforms (CDPs) promise to transform the way businesses collect, analyze, and utilize customer data to drive personalized marketing strategies and enhance customer experiences.
CDP use case for targeting lapsed customers: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: CDP use case for targeting lapsed customers.
Open-source customer data platforms: Can you unleash your data for less?
Is an open-source CDP right for your organization? That depends.
2024 Predictions: Data and AI on marketers’ minds
B2C and B2B marketers will look to better data governance and first-party strategies during an almost certain third-party cookie phaseout.
2023 in review: Our 10 top articles on CDP
As the year comes to a close we're looking back on what's been learned. Here are 10 of the most popular posts about CDP by our experts.