Research Report

Research Report: MarTech Intelligence Report on Customer Data Platforms, 2024

The MarTech Intelligence Report on Customer Data Platforms examines the current market for customer data platforms (CDPs) and the considerations involved in implementing the software. The report includes the latest industry statistics, market trends, an analysis of common and emerging functionality — including the influence of AI and machine learning on the category. It also includes recommended steps for making an informed purchase decision and in-depth alphabetical profiles of CDP vendors, including Redpoint Global on page 54.

Marketing executives today are in charge of dozens of martech applications to manage, analyze and act on a growing volume of first-party customer data. And, despite increasing efficiency, the proliferation of marketing software applications has created problems with data redundancy, accuracy and integration.

Automating customer data accuracy and integration through a CDP can provide benefits to marketers and to other functions across the enterprise. The benefits include:

  • Expanded enterprise collaboration.
  • Improved data accessibility.
  • Streamlined systems integration.
  • Increased marketing efficiency.
  • Faster marketing velocity.
  • Stronger regulatory compliance.

CDPs have emerged as an important tool for customer data management, where they serve as the “single source of truth” for the profiles of known and anonymous individuals. Read the report to learn more.

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