The Customer Data PlatformCustomer Gartner is the “Shiny New Thing” in Marketing Technology

Do you Know About the Customer Data Platform Gartner? The customer data platform is the “shiny new thing” in marketing technology, and marketers need a practical guide to urge the foremost from this promising technology.

Customer Data Platform Gartner

Marketing leaders surveyed in Gartner’s 2017-2018 CMO Survey invested two-thirds of their budget in supporting customer retention and growth. With numerous customers oscillating between phones, tablets, game consoles, desktops and laptops, many marketers are desperate for a unified view of the customer.

They seek a good thanks to efficiently collect, manage and use their first-party customer data. Yet like unicorns and yetis, the illusive unified single view of the customer is simpler found in dreams than really. The technology systems identifying as customer data platforms (CDPs) have yet to choose standard capabilities.

Customer Data Platform Gartner

A CDP may be a marketing system that unifies a company’s customer data from marketing and other channels.

“Determine whether a Customer Data Platform Gartner platform is best suited to satisfy your needs and don’t succumb to the hype. Given the overlap between the CDP and other related technologies.

You would possibly be surprised to seek out that an alternate system may be a better solution,” says Lizzy Foo Kune, director of research, Gartner for Marketers.

What are CDPs?

A CDP may be a marketing system that unifies a company’s customer data from marketing. And other channels to enable customer modeling and optimize the timing and targeting of messages and offers.

Offerings have evolved from a spread of mature markets, including multichannel campaign management, tag management, and data integration. At the identical time, pure-play, purpose-built CDPs have launched to take advantage of investor fervor and martech spending.

Instead of brand-new technology, CDPs may be understood as a repackaging of already existing features that are inconveniently distributed and thus untapped across various alternatives.

It’s important that CDPs have the flexibility to consolidate profiles at the personal level and connect attributes to identities.

The new and novel aspect of a CDP is that the productization of those features and acknowledgment that marketers are still struggling to induce value out of their enormous investments in both customer data and technology.

To fit Gartner’s definition of a CDP, the technology product must feature a marketer-friendly, web-based interface that permits data collection, profile unification, segmentation, and activation.

Data collection

A central feature required of CDPs is the ability to ingest first-party, individual-level customer data from multiple sources in real-time, without storage limitations. Data persists as long because it is required for processing. CDP data collection must include first-party identifiers like emails or device IDs and attributes like demographic information.

Profile unification

It’s important that CDPs have the power to consolidate profiles at the personal level and connect attributes to identities. This must include linking multiple devices to one individual once they’ve been personally identified and deduplicating customer records.


At a minimum, CDPs must contain the flexibility to form and manage rule-based segments. Advanced segmentation features may include automated segment discovery or propensity models.


CDPs need the flexibility to send segments (and instructions for those segments) to specific tools for the execution of email campaigns, mobile messaging, advertising, and other campaign or channel activity. Marketers still need execution tools for the ultimate mile. CDPs may include activation features like the next-best recommendations, dynamic creative optimization, and testing and self-optimization capabilities.

The path forward

Examine the goals of your marketing program to spot the foremost appealing features of the CDP market, like marketer-friendly data access or a unified customer view, and assess the flexibility of your technology systems to assist you achieve those goals.

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