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The State of MarTech Report

There has never been a more exciting time to work in marketing and technology. The world was already digitising rapidly, but the pandemic has accelerated this digital transformation. Companies that have been forced to adapt to evolving customer behaviours to survive now have an opportunity to thrive.

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Your Guide to The Customer Data Platform

CDPs on the rise

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Customer Data Platforms (CDPs) address the need for a single customer view across data and marketing channels. Many vendors have entered the CDP space very quickly. 

As a result, there is confusion about what a CDP is and the extent of its capabilities, including the scope of customer data handling, identity management, privacy compliance, and the need for services expertise. Before making a technology investment, brands must determine how or if that technology supports their long-term data strategy, marketing goals, and business objectives. That assessment should consider existing infrastructure and solutions, required skills, and urgency of specific use cases.

To find out more about CDPs download this free guide from Acxiom. 

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