“A problem that haunts the industry is too much of an emphasis is still being placed on technology and not enough focus is placed on driving outcomes that address client challenges.Customer data platforms (CDPs) are the latest example of this tendency. The category seemed new and fresh, offering CMOs a level of identity resolution and people-based marketing they had yet to achieve. For that reason, CDPs quickly established themselves as this year’s top must-have technology, despite anyone being able to agree on a single definition, let alone common features.
The truth is, however, that CDPs are just another tool to collect data and they fail to deliver true people-based marketing for a few reasons…” CONTINUE READING