Unified data is the foundation for unified customer experiences. Customer Data Platforms (CDPs) are the ideal solution for gathering and linking marketing data from different systems.
Even so, unified data isn't enough. To meet customer expectations, marketers must deliver consistent treatments across channels using campaign management tools.
Marketing technology expert and Customer Data Platform Institute founder, David Raab, explains the primary features of a CDP, and how they differ from alternative solutions. He also discusses why a CDP benefits greatly from the addition of a multi-channel decision management layer, for the consistent coordination of messages.
In Customer Data Platforms and Multi-Channel Decision Management, you’ll learn: