Choosing a Customer Data Platform? A Guide by Forrester Research

The Capabilities CDPs Need To Deliver Value For B2C Marketers, Jan 16 2020 Report

The world of Customer Data Platforms (CDPs) is rapidly evolving. In addition to the confusing mix of nearly 80 standalone tools claiming to be CDPs, marketing cloud vendors such as Adobe, Salesforce, and Oracle have now entered the fray. While the market is galvanizing behind the promise of a CDP, many marketers struggle to really understand what CDP options are out there, and what would be best for them. 

This report provides useful guidance for brands exploring what might be possible with a CDP, or are in the market for a CDP but don’t know which features they should evaluate. This report outlines the different types of CDPs and the critical capabilities they should include in order to meet the current and future needs of enterprise B2C marketers.

In this report, you will explore:

  • The pros and cons of building vs. buying a CDP
  • What CDP capabilities are essential for marketers as they evaluate different solutions
  • How to choose a CDP that is future-proofed for the evolution of your business
Download a copy of The Capabilities CDPs Need To Deliver Value for B2C Marketers