Brands are struggling with a myriad of forces, including disjointed omnichannel experiences, rapid consumer behavior changes, the sunsetting of third-party cookies, and Apple’s Mail Privacy Protection.
Increasingly, they’re realizing that a big part of dealing with each of those challenges is to bring all their customer data together in one place—a customer data platform (CDP). However, the CDP landscape is confusing, and many aren’t sure what the right choice is for them.
The first step is to understand the pain points that a CDP can address. There are four major ones:
Four Kinds of CDPs
However, not every CDP can address all of those pain points. That’s because there are four kinds of CDPs, according to the Customer Data Platform Institute:
See how to anticipate customer needs with a CDP.
However, the added wrinkle here is that most CDPs don’t fit neatly inside those four definitions. The solutions from the more than 150 vendors in the marketplace tend to straddle these buckets. (We told you the CDP landscape is confusing.) Because of that, picking the best CDP for your company requires you to assess your specific needs and identify specific use cases that you want to be able to execute.
A Deeper Dive
In the following on-demand webinar, we discuss this all in more detail and walk through seven detailed use cases to inspire you.
We hope you enjoyed “How to Transform Your Customer Experience with a CDP.” Some of our other on-demand webinars include:
Need help assessing your CDP needs? Oracle Marketing Consulting has more than 500 of the leading marketing minds ready to help you to achieve more with the leading marketing cloud, including CDP experts who can determine the right path forward for your company.
Learn more about CDPs.
Kaiti (Livermore) Gary is a Senior Director on the Analytic & Strategic Services team at Oracle Marketing Consulting. Her background includes over 16 years of client and agency consulting experience in the in a variety of marketing capacities including product management, customer experience and digital marketing. Given her diverse background, she excels in the development of holistic and innovative marketing solutions that balance strategy, technology and operational needs.
Patrick Maxwell is a solution architect at Oracle Marketing Consulting. He has more than 27 years designing and implementing customer-centric marketing solutions. Patrick is focused on helping clients integrate Oracle CDP and CXM solutions into their technology stacks so they can get maximum benefits.