Gartner 2018 Market Guide, Customer Data Platforms for Marketing
Today’s B2B marketers are responsible for understanding and connecting a vast wealth of data about customers and prospects. This evolution in marketing's role has inspired a barrage of solutions from various providers, forcing marketing leaders to evaluate customer data platforms (CDPs) in order to improve their first-party data management. Read about the largest pure-play vendors in the “Market Guide for Customer Data Platforms for Marketing” report and learn the skill sets required to examine the solution.
- The different features of customer data platforms.
- How CDPs unify customer data from multiple marketing channels to enable customer modelling and align targeting efforts.
- Actionable recommendations to deciding whether or not to deploy a CDP.
A research report by Gartner.
This report was written before the acquisition of Lattice Engines by Dun & Bradstreet in 2019.