A Customer Data Platform is a relatively new concept in digital marketing, emerging from the need to aggregate customer and business data into actionable insights. While CDPs are often seen as suitable for mature organizations with the resources and complexity to support them, even smaller businesses can benefit from gaining a holistic view of their audience. A CDP helps measure content and campaign performance, improve conversions and deliver advanced personalization.
However, implementing a CDP presents some challenges. First, key business drivers, such as the presence of multiple data sources and alignment between business units, must be in place. Additionally, CDP adoption requires collaboration from various teams—IT, Marketing and Business Intelligence (BI). Finally, the level of digital maturity within the organization plays a critical role in shaping the implementation strategy.