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Gartner Report

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

We invite you to read the Gartner® Report, A Guide to What Is – and Isn’t – a Customer Data Platform, to learn more about the impact of implementing an outcome-based measurement framework.

Gartner states, “What separates CDPs from adjacent tools is their ability to syndicate real-time profiles, intent and offers across marketers’ fragmented martech stacks. CDPs have gained traction, in part, because of the promise that they enable marketers to gain more value from existing tech investments, primarily through access and availability to clean and consistent customer data.”
Read this Gartner report, which contains:

  • What qualifies as a CDP and how marketers can optimize them
  • What a CDP should provide in terms of functionality, analytics, and more
  • How to approach choosing a “Composable” CDP and the benefits


Gartner, A Guide to What Is — and Isn’t — a Customer Data Platform, Lizzy Foo Kune, Benjamin Bloom, 16 May 2024.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved. 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 research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Read the Report
Gartner Guide To What Is Isn't Cdp