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What Data and Analytics Leaders Need to Know About Customer Data Platforms

Navigate the CDP landscape

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Working at the intersection of technology and marketing, data and analytics leaders are tasked with developing winning marketing technology stacks that address business-critical use cases across marketing, sales, customer service and more.

Customer data platforms (CDP) are increasingly becoming the go-to technology for collecting, analyzing and activating the data necessary to deliver exceptional customer experiences. However, a crowded and confusing market makes selecting the right platform for martech stacks difficult.

In this report, Gartner does the heavy lifting to help you identify the right CDP, streamline its implementation and maximize its value.

Download the report to learn how to:

  • Evaluate different types of CDPs
  • Develop use cases to inform decision-making
  • Collaborate with business teams during selection

"What Data and Analytics Leaders Need to Know About Customer Data Platforms," By Melissa Davis, Malcolm Hawker, David Norrie, December 2020.

GARTNER is a registered trademark and service of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to research, including any warranties of merchantability or fitness for a particular purpose.


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