Customer Data Platforms (CDPs) have emerged as a proposed solution to a long-existing challenge: wrangling customer data into a persistent, universal profile and making the data available for analysis and action.

Unfortunately, the interest in the market has led to confusion as vendors from different backgrounds, with different capabilities try to wrap themselves in the moniker, while simultaneously trying to define it on their terms. Thus, there is a strong need to clarify what a CDP is and isn’t, how a CDP can deliver value, and whether marketers should or shouldn’t work with a CDP. Michael Harrison (Managing Partner) from Winterberry Group and Rose Hamilton (Founder & CEO) from Compass Rose Ventures will discuss their experiences identifying, selecting and activating CDPs.

In this session, you will learn:

• CDPs have a lot of value to offer, but what exactly are they? We will define a true CDP’s capabilities.
• Confusion about CDPs is abound. This session will highlight the primary sources and clear-up the confusion.
• How are CDPs used? Attendees will learn the ins-and-outs of what CDPs enable.
• Is a CDP right for your business? This session will provide three iterative steps to know the answer to this question.