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.