Marketing organisations are facing more challenges than ever.
There are now more channels to target, higher levels of competition, and customers with expectations for products / services to be delivered in as close to real-time as possible! The only way to truly compete is to deliver highly personalised, intent-based content & messages.
This means an organisation’s marketing and operational systems need to seamlessly integrate with one another.
With many organisations using between 20-30 marketing technologies, the amount of data being collected is growing at an exponential rate. However, there’s limited integration among these systems, causing data silos to continue to propagate. Data resides within one system or organization, rather than being shared in a collaborative manner. This results in data inefficiencies, inconsistencies and a reduced ability to use it for insightful actions.
A Customer Data Platform (CDP) is one such technology that can address these issues. Fuelled by pandemic-inspired marketing transformation projects, there are now an increasing number of CDP vendors available to choose from, and existing CDP vendors have dramatically increased their development efforts to increase their platform’s functionality.
Read more from DCX agency Celerity on Customer Data Platforms (CDPs) – Where Are They Headed Post-Pandemic?
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