PLANNING FOR CDP SUCCESS: A guided journey for choosing a customer data platform

WHAT’S DRIVING THE NEED FOR CDPs?

While organizations raced to ramp up digital engagement efforts fueled by the pandemic, customers were also exploring options – with heightened expectations. It’s clear that from now on, consumers want and expect hybrid digital/physical customer engagement models

The perfect storm: More privacy concerns, less cookies

As consumers worry more about the privacy of their information, organizations face greater regulations that make data harder to come by. Most notably, third-party cookies are becoming a thing of the past – while enhanced privacy protections (such as Apple’s App Privacy Report) represent the future

What happens as privacy protections become the norm and cookies disappear, taking mounds of rich data with them? A perfect storm develops. Increased digital activity drives a need for understanding customer level digital behavior, while the rising tide of privacy restrictions inhibits marketers from collecting data used for real-time personalization.

To complicate matters more, data silos, aging legacy applications and disintegrated Mar[1]Tech stacks are also adding to the mix. And a lack of integration isn’t the only issue when it comes to ManTech stacks – they’re also increasingly complex

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