White Paper

Requirements for Enterprise CDP

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Visualization of data connections between individuals

Marketers know they need a unified view of customer data. Our customer experience (CX) trends report found that 54% of marketers intend to focus their martech budget on a customer data platform (CDP). But not all CDPs are created equal, so how do you pick the right one? 

This report by the CDP Institute looks at several CDP functions that are important for enterprise marketing:

  • Data quality and identity management
  • Online and offline data
  • Reporting
  • Analytics and machine learning
  • Data actionability


For each, you will learn what it is, who needs it and what to look for, so you can find a CDP that meets the specific requirements of your organization's goals.


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