Gartner: A Guide to What Is — and Isn’t — a Customer Data Platform

Gartner: A Guide to What Is — and Isn’t — a Customer Data Platform

Faced with customer retention and growth initiatives in a shifting data landscape, marketers look to a variety of technologies to help them collect, manage, and use first-party customer data.

Customer data platforms (CDPs) present an alluring option for marketers who are frustrated with limitations in how their technology handles customer data management and analytics. However, marketers need guardrails for assessing whether this rapidly evolving technology can help them meet customer experience and audience targeting goals.

This report from Gartner examines 11 technologies that are often mistaken for CDPs and explains where overlaps exist — and how they differ.

What to expect:

  • A comprehensive, unbiased guide to understanding what a CDP is and is not
  • A list of CDP features and capabilities to help better evaluate whether a CDP is right for your organization
  • A breakdown of the relationship between a CDP and a DXP

Disclaimer: Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.


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