Marketing today requires coordinated customer contacts across many channels. But too few companies have the integrated customer database necessary to support such programs. A new class of systems, Customer Data Platforms, has appeared to help solve this problem. Raab Associates' Guide to Customer Data Platforms helps marketers understand the opportunity presented by these new systems and select the system that best meets their company's needs.
The Guide to Customer Data Platforms is based on detailed original research into the emerging CDP industry. Raab Associates has carefully analyzed the critical functions of CDP systems and then assessed how each vendor handles each function. The resulting report provides a clear understanding of the strengths and weaknesses of each solution, giving marketers a solid foundation for their own vendor evaluations.
The Guide does more than give a checklist of vendor features. It explains the significance of each feature and tells what to compare the same feature across vendors. It also includes background materials that explain why CDPs are needed, analyze the CDP market, describe the three main types of CDP systems, and show how to pick the right type of CDP system for your needs. The vendor entries themselves highlight critical information about each vendor and go beyond features to include vendor background, clients, and pricing models.
Contents: Introduction, CDP Definition, CDP Marketplace, System Attributes, Vendor Profiles
Published: October 2013
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