Articles

Identity Resolution Is Table Stakes: What CDPs Actually Need in the AI Era

Identity resolution was once a CDP differentiator. In the AI era, it's table stakes. Learn what actually matters: AI decisioning, native activation, and closed loops.

Preparing for CDP Success: Why It's About More Than The Technology

Successful customer data platform implementations depend on more than just the right technology. Learn how marketing and IT alignment enable sustained CDP success.

The CDP Cold War: Why It’s Time for CMOs to Take Control of Customer Data

Too often, marketing is stuck between IT’s obsession with “zero copy” data warehousing and a fragmented mess of marketing tools that don’t talk to each other.

Is 2024 the Year of the CDP?

Discover why 2024 will be a critical year for the CDP market. Learn more about the latest trends, challenges and opportunities shaping customer data platforms.

How To Implement Identity Resolution And Privacy Compliance With An Identity Graph In A CDP

By using an identity graph in a CDP, you can ensure compliance with data privacy regulations and implement identity resolution logic that is fully aligned with the consent of the customer.

How To Do More Accurate Targeting With Real-Time Data In A CDP

Using real-time data within a CDP offers more accurate targeting, better compliance, and better campaign performance overall.

Growing ROAS and POAS with Non-Customer Data in A CDP

While the core focus of a CDP is on all types of customer data, the right CDP should also allow for the activation of non-customer data to grow ROAS and POAS significantly.

How to Leverage Customer Data for Hyper-Personalized Sales Outreach

In the sales world, customer data is the key to crafting meaningful, hyper-personalized outreach to all potential and existing buyers in order to create, nurture, and maintain long-lasting connections.

Striking the Right Balance Between Data Protection and Regulatory Compliance

Striking the perfect balance between data security and data privacy and compliance is an intricate dance that requires both technical acumen and strategic foresight.

How to Use a CDP with AI to Automate Data Cleansing

By using a CDP powered by AI/ML, brands can automate data cleansing, refine their data quality strategy, and implement preventative measures to ensure their data is clean and accurate

Is Your Company Ready for Data Monetization?

While technology considerations are paramount, the importance of data & analytics leadership for data monetization success cannot be understated.

How to Democratize AI Across the Enterprise with a CDP

Forward-looking businesses are deploying CDPs to achieve enterprise-wide data democratization, enabling AI to be leveraged across the business.

HIPAA, Healthcare, and Data Privacy with a CDP

Customer data platforms (CDPs) are recognizing the demand for secure data management in healthcare, and offer solutions that address sensitive data concerns.

Top Data Monetization Strategies: Maximize Value with a CDP

Getting started with data monetization requires the right tech, and an iterative approach. Here's what you need to know, and how a customer data platform helps.

AI & ML: Defining the New Era of Personalization at Scale

Artificial intelligence and machine learning are turning personalization at scale into a reality.

CDP Industry Market Trends: Tighter Budgets, And New Value

Highlights from the CDP Institute's July 2023 CDP Industry report reveal how the CDP market is shifting amid economic uncertainty.

5 Common Data Analysis Mistakes - And How to Avoid Them

Here are five common data analysis mistakes most businesses make, and how you can avoid them to improve your data operations, and align sales and marketing.

How To Optimize Data For B2B Customer Acquisition

With the right data, sales and marketing teams can streamline efforts, enhance lead quality, optimize sales strategy, and segment their customers effectively.

Ditch the Dirty Data: Elements of Data Cleansing

Data cleansing should be viewed as a primary goal during the CDP implementation process. Here's what leaders need to know about keeping your customer data clean

CDP Use Cases for Customer Service: How to Connect the Customer Journey

A CDP can connect data silos and provide a single customer view that customer service teams, and sales associates can use to improve customer experiences.

Customer Data Security: 10 Best Practices for 2026

Protect customer data with 10 security best practices — encryption, access controls, data masking, breach response, and consent management. Learn how CDPs reduce compliance risk across GDPR, CCPA, and HIPAA.

AI in Procurement: How Machine Learning Cuts Costs & Speeds Sourcing

AI and machine learning automate supplier selection, contract analysis, and spend optimization. Learn how procurement teams use predictive analytics and NLP to cut costs by 15-30%.

Data Monetization: The Next Big Revenue Stream for Brands?

Businesses are discovering new ways to generate revenue through data monetization. Here's a centralized customer data platform helps brands achieve those goals.

Digital Transformation: 4 Ways To Develop a Successful Strategy

A successful digital transformation strategy requires understanding your digital maturity, key objectives, budget and resources, and the right tech partners.

'Deliver the Cycle of Growth:' Highlights from the Gartner Marketing Symposium

Delivering profitable growth, and a new approach to personalization were key messages at Gartner Marketing Symposium.

Take Marketing Automation to the Next Level with a CDP

By deploying a CDP alongside your marketing automation platform, marketers can orchestrate the entire customer journey at scale and in real time.

Data Governance: Best Practices for Secure Data Management

Understand the principles of data governance, and how to create a secure data governance framework for your organization.

Using a Data Clean Room to Enhance Data Privacy

By ensuring that sensitive data is kept secure, data clean rooms help businesses avoid compliance risks, while gaining valuable insights from customer data.

MarTech Day 2023: Optimizing Operations, ROI, and AI

Key takeaways from the MarTech Day 2023 and Best of Breed Summit events hosted by Scott Briner and Frans Riemersma.

State of the CIO: IT Leaders Shift Focus to Efficiency, Revenue

CDP.com dives into Foundry's "State of the CIO" report, which explores the top challenges and priorities for CIOs and IT leaders in 2023.

How Can Big Data Improve the Customer Experience?

Understand how to use big data to turn your customer experience strategy into measurable business practices with a CDP.

Top MarTech & CDP Industry Analysts You Need to Know

Explore our list of well-known CDP industry analysts and experts to follow for the latest updates on marketing, data, and tech.

How to Optimize Your Omnichannel Marketing Strategy

Connecting online and offline data to develop a cohesive omnichannel marketing strategy can improve customer experiences and grow your bottom line. Here's how.

Cloud Migration and Your CDP: Enabling Successful Data Management

While a CDP is not required for cloud migration, it can be an invaluable resource for ensuring sensitive customer data is secure and compliant across systems.

In Asset Management, Marketing & Distribution Win With Unified Data

Learn how data-driven partnerships between marketing and distribution can lead to better business outcomes with a customer data platform.

It's Time to Kickstart Your Digital Transformation with a CDP

Explore how different industries, like retail, CPG, and financial services are using CDPs to kickstart their digital transformation, and drive speed to value.

A 4-Step Approach to Better CX with Unified Customer Data

By unifying your customer data with a CDP, brands can orchestrate better customer experiences across the entire organization. Here's how to get started.

CIOs Eye CDPs to Grow ESG, Sustainable IT Initiatives

CIOs and IT leaders are taking a stand on sustainability as more companies adopt environmental, social, and governance (ESG) policies. Can a CDP help?

How AI-Powered CDPs Give Marketers a Data-Driven Edge

Discover how marketers can use AI-powered insights from their customer data platform to elevate their marketing efforts.

Ask an Expert: What Makes a Great Customer Experience?

Leading CX experts, practitioners, and consultants share their best practices for delivering great customer experiences today.

How to Build a Business Case for a CDP

Demonstrating ROI, efficiency, and cost savings across teams and capabilities is critical when securing executive buy-in for a customer data platform.

6 Innovative Ways CDPs Are Fueling Digital Transformation

How has the state of digital transformation changed, and what are the most important digital transformation trends for businesses to keep an eye on?

10 Capabilities You Need in an Enterprise CDP

Choosing the right CDP can be difficult. Here are 10 CDP capabilities marketers and IT professionals should keep in mind when evaluating the right solution.

AI Use Cases That Will Shape Marketing in 2023

AI is one of the most talked about technologies in marketing. Here are five AI use cases for marketers, and how they can be used to improve marketing efforts.

How to Ace the RFP Demo: Best Practices for Evaluating MarTech Vendors

Learn the best practices organizations can follow to ensure a collaborative and informative demo during the CDP vendor selection process.

An 8-Step Approach to a Successful CDP RFP Process

Learn how to work with stakeholders across your organization to successfully execute an efficient CDP request for proposal (RFP) process for vendor selection.

CDP vs. CRM: How to Master Your MarTech Stack

Understand the difference between a customer relationship management platform (CRM) and a customer data platform (CDP), and their roles in the MarTech stack.

5 Ways Companies Can Use Big Data to Improve Cybersecurity

Big data can drive business and support cybersecurity. Will Andrews, Gigasheet, shares his perspective on how data can be used to to protect their organization.

Top CDP Use Cases and How To Develop Them

Explore the top CDP use cases organizations prioritize when evaluating customer data platform vendors, and implementing CDP strategy.

What Analytics Capabilities Should You Look for in a CDP?

Learn how CDPs empower marketing, sales, and customer service with powerful data analytics capabilities, and how they can impact the customer experience.

Top Customer Experience Trends That Will Define 2023

Discover some of the top consumer and data trends that will define customer experience marketing in 2023, from AI, to sustainability, personalization and more.

4 Ways to Get Business Value from a CDP

Here are five ways you can begin to demonstrate business value from your customer data platform, from creating a single customer view, to reducing ad spend.

Find Out About Structured Data vs. Unstructured Data

Learn the difference between unstructured data, structured data, and semi-structured data, along with how a CDP transforms these data points into insights.

What Makes A Successful Innovation Team?

What are the different types of innovators out there, and how can organizations build an innovation team dedicated to new tech, data, and customer experience?

How to Use a CDP for Customer Journey Orchestration

Marketers can use customer journey orchestration to connect customer data, and improve loyalty, retention, ROAS, and the overall customer experience.

How Customer Segmentation Improves Loyalty and Retention

Customer data platforms help marketers improve customer segmentation by providing a more comprehensive, data-driven view of audience needs or preferences.

Low-Code Platforms: Your IT Team's Productivity Hack?

New research from Capterra reveals how IT teams are embracing the low-code/no-code development trend - and the challenges they face to get there.

Ask An Expert: What Are The Top Marketing Trends for 2023?

This year, we'll see marketing strategies and MarTech solutions evolve. Experts weigh in on what they think will define the top marketing trends for 2023.

How to Improve Your Ad Spend with a CDP

Learn about how to improve your marketing ad spend with a customer data platform through audience suppression, retargeting and smart segmentation strategies.

The Hidden ROI of a CDP: Driving Digital Transformation

Learn some of the "hidden" ways businesses benefit from a CDP, from digital transformation, to more productive and efficient teams, and new revenue streams.

The ROI of a Customer Data Platform: Value for IT and Data Teams

Understand the metrics and KPIs that data and IT teams can use to measure the ROI of their customer data platform (CDP) initiatives.

Most Popular MarTech Conferences to Consider in 2024/2025

Want to learn more about marketing technology? Check out these MarTech conferences now to plan your 2024/2025 events. Summaries and dates are included.

The ROI of a Customer Data Platform: Metrics for Marketers

Learn the key metrics marketers can use to determine the ROI of a customer data platform, like reduced ad spend, campaign performance and improved CX.

MarTech Landscape: What Trends Will Define 2023?

What's in store for the future of MarTech? New findings from Scott Brinker and Frans Riemersma dive into the changing MarTech landscape and 2023 trends.

Can a Center of Excellence Solve CDP Buy-In Challenges?

Getting buy-in for a CDP requires alignment from key stakeholders around goals, priorities and implementation. Establishing a CDP Center of Excellence can help.

Marketers, It's Time to Get Efficient With Your Customer Data

Marketers are cutting their budgets, and consumer spending is tight amid economic uncertainty. Can data efficiency help brands weather the storm?

CIOs, CMOs & CDOs: The Keys to a Successful CDP Implementation

Learn how the CIO, CDO and CMO can work together to lead successful CDP implementation and CDP selection processes across data and marketing teams.

Ask an Expert: What's Your 'Easy Button' for Marketing?

What if there was an "easy button" to help marketers solve their biggest challenges? We asked marketing leaders to weigh in with what's on their wish lists.

Want to Build Your 1P Data Strategy? Start with Trust

Building your 0P and 1P data strategies starts with the consumer. Here are four ways companies can build trust through transparent data privacy practices.

Asset Managers Look to CDPs for Better CX, Survey Finds

New research from CDP Institute and SME Forum explores customer experience and customer data platforms in asset management. Explore the findings here.

How Retailers Can Turn Customer Data Into Customer Loyalty

Irene Sibaja, Treasure Data, shares her tips on how retailers can transform customer data into connected experiences that drive retention and loyalty.

How to Elevate Customer Loyalty and Retention with a CDP

Building customer loyalty requires creating great experiences. Learn how a single customer view, powered by a CDP, provides the data foundation you need.

5 Common CDP Challenges (And How To Overcome Them)

Finding the right CDP for your business can come with challenges. Here's five things to look out for when preparing your CDP strategy, and vendor selection.

Customer Data: A Holiday Gift for Retailers

Exceptional holiday marketing starts with a personal touch. Here are five ways retailers can use customer data to make smarter marketing decisions this season.

'Look Into the Customer's Eyes:' Improving Retail Relevancy

Ted Rubin shares his perspectives on the dos and don'ts of customer experience in retail, and how to prepare for new technologies like the Metaverse and Web3.

How CDPs Achieve Operational Efficiency and Growth for Asset Managers

New research from Hewitt/SynthesisTechnologies/Sondhelm Partners reveals data and operational priorities that are shaping the future of tech in asset management

Why No-Code Software Will Be Everywhere by 2024

What does the future of MarTech hold? Kris Hughes, Zanate Ventures, explores the promise of no-code marketing software, and how it's transforming the industry.

MarTech Trends: What Technologies Live Up to the Hype?

What emerging technologies live up to their hype? We take a look at some of today's biggest MarTech trends, like Web3, AI automation and the rise of DevOps.

How to Make a Custom Customer Journey Map

Create a unique customer journey map to make your marketing more precise, pinpointing where you should focus your efforts to maximize conversions.

How to Achieve Data Democratization With a CDP

Data democratization drives companies forward through connection. Learn how a CDP can empower your employees to leverage data across the enterprise.

Zero-Party Data: The Next Frontier in Building Brand Loyalty?

What is zero-party data? Learn how brands are using 0P data to create more relevant and personalized customer experiences, while boosting brand loyalty.

8 CDP Best Practices for Marketers and Data Leaders

Following CDP best practices is the first step to a successful implementation. We asked leading CDP industry leaders to share their advice.

Consent Management, Data Privacy and Your Customer Data Platform

Data privacy compliance is essential to business success, but can be a challenge to manage. Learn how a CDP can help elevate consent management practices.

How to Deliver Customer Experience Personalization with a CDP

Find out how a CDP simplifies customer experience personalization in three steps—audience management, customer journey orchestration, and omnichannel messaging.

AI for Next-Gen Marketers: Personalizing Experiences with Customer Data

Paul Roetzer, Marketing AI Institute, shares his outlook on the future of artificial intelligence in this episode of "Customer Data Perspectives" from CDP.com.

Who Should Be On Your CDP Implementation Team?

How different teams and stakeholders work together on customer data management has a significant impact on the success of CDP implementation and integration.

How to Navigate Data Privacy and Compliance with a CDP

Data privacy and governance is necessary for organizations that use consumer data. Learn how a customer data platform (CDP) helps businesses remain compliant.

9 Personalization Best Practices for Omnichannel Marketers

Marketing leaders share their top tips and personalization best practices brands can use to create more personal connections with customers.

Using Data for Marketing in an Economic Downturn

CDP.com asked marketers about how they use data to future-proof their marketing strategies during periods of economic uncertainty. Here's what we learned.

Perspectives: 'Mushy' Tech Jargon, Marketing Myths, and the Metaverse

Customer Data Perspectives host Isaac Sacolick shares his biggest takeaways from his conversation with Allison Schiff, AdExchanger. Watch or listen now.

How to Build a Single Customer View in 5 Steps (2026 Guide)

Build a unified single customer view by consolidating data from CRM, web, mobile, and offline touchpoints. Follow 5 steps: audit data sources, resolve identities, unify profiles, enrich with behavioral data, and activate across channels.

The Top 5 Skills Modern C-Suite Executives Need to Succeed

Modern C-suite leaders must tap into a broad range of hard and soft skills to win in a world where adaptability is the key to success.

Data Monetization: Enabling New Revenue Streams with a CDP

Businesses are discovering new ways to generate revenue through data monetization. Here's how a customer data platform helps brands achieve those goals.

Low-Code/No-Code Platforms: Benefits, Limits & Use Cases

Low-code needs minimal coding; no-code uses visual builders. Learn benefits, limitations, and how pairing with a CDP lets marketers build segments without IT.

MarTech, CDP Industry Growth Slows Amid Economic Uncertainty

Economic uncertainty and looming recession fears have slowed growth in the MarTech industry as businesses focus on optimizing for efficiency. But what's next?

How OEMs are Expanding Marketing by Doing More with Data

Treasure Data's Andrew Shaffer outlines three areas where OEMs can easily optimize existing customer data to increase efficiency and improve marketing efforts.

How to Implement and Activate Centralized Customer Data

Isaac Sacolick, StarCIO, recounts his conversation with Kim Davis, editorial director, MarTech, on CDP implementation and overall CDP strategy.

What Is a Digital Experience Platform (DXP)? DXP vs CDP Compared

A digital experience platform (DXP) manages content, commerce, and personalization across digital channels. Learn when you need a DXP, a CDP, or both — with comparisons across Optimizely, Sitecore, and Adobe.

First-Party vs Second-Party vs Third-Party Data: Key Differences (2026)

First-party data you collect directly, second-party is a partner's first-party data, third-party is purchased from aggregators. Compare all four types with examples and use cases.

Top 5 Priorities, Challenges For CIOs To Recession-Proof Their Business

CIOs must balance managing technology investments for business value and growth, while being more fiscally conservative among challenging economic conditions.

How to Integrate a CDP Into Your MarTech Stack

CDP.com helps you understand how and where a CDP can integrate in your MarTech stack to provide maximum value across the enterprise with a single customer view.

6 Ways AI is Transforming Marketing and Customer Experience

Artificial intelligence (AI) is transforming marketing and customer experience in new an innovative ways. We asked marketing leaders to share their perspective.

Chiefmartec's Scott Brinker on the MarTech Landscape and Customer Data

Customer Data Perspectives host Isaac Sacolick chats with Scott Brinker, Chiefmartec, on integrations, low-code/no-code capabilities, and the MarTech landscape.

So, You Have A Single Customer View. How Do You Get Marketers To Use It?

Learn how organizations can help marketers make most out of the data opportunities provided by a single customer view within a customer data platform.

Customer Data Perspectives: Why You Need a CDP

What are the most common CDP use cases? What industries are adopting CDPs today? What's in store for the future? Isaac Sacolick, of StarCIO shares his thoughts.

Data Privacy Governance: 8 Best Practices for Compliance (2026)

Implement data privacy governance with 8 best practices — data classification, consent management, cross-border compliance, and automated policy enforcement. Covers GDPR, CCPA, and PIPL.

Driving Digital Transformation in Life Sciences with a CDP

Anthony Manson, CDO, WebMD Medscape, discusses the role customer data plays in an industry that faces high-stakes deadlines and data privacy imperatives.

Marketing Budgets Increased in 2022. Where is it Being Spent?

Marketing budgets have increased to 9.5 percent of overall company revenue in 2022, up from 6.4 percent in 2021, according to Gartner. See how it's being spent.

How A Leading Financial CITO Aims to Maximize Customer Data

Dale Tuck, CITO, gives his advice on tech implementations and his belief on which data is most important on the latest episode of Customer Data Perspectives.

How to Turn Data Into Currency with Single Customer View Benefits

Implementing a single customer view is a critical first step in delivering valuable and relevant experiences to your customers.

CDP vs. DMP: How to Get the Best Value Out of Customer Data

The battle of CDP vs. DMP doesn’t end with a business using one or the other. Learn how CDPs and DMPs can work together to increase value for your business.

MarTech Day 2022: Marketing Technology Landscape Sees Continued Growth

The Marketing Technology Landscape grew 24% since 2020. Content/experience (34%), commerce/sales (24%), and management (67%) categories saw the largest growth.

Top 4 Enterprise AI Trends for 2022 and Beyond

Artificial intelligence is finally going mainstream. CDP.com covers the top current enterprise AI trends, plus a look into the future.

How Data Masking Keeps Customer Data Private, Safe and Secure

When privacy and the need for data-driven applications collide, data masking can help organizations remain compliant, while protecting customer data.

What is the CDP Bureau?

The Bureau of Cyberspace and Digital Policy (CDP Bureau) will address national security challenges, economic opportunities and digital policy in cyberspace.

Top 30 Marketing Experts & Influencers to Follow in 2026

30 marketing experts and influencers to follow in 2026 — with their social handles, key insights, and why they matter. Covering MarTech, AI marketing, CDP, content strategy, and data-driven growth.

What is Driving the Future of Personalization in Digital Marketing?

Personalization is a critical part of managing and optimizing the customer journey. Here's how digital marketing leaders can use technology to stay ahead.

Customer Experience Management: How to Provide an Exceptional Omnichannel Customer Experience

To succeed customer experience management, organizations must have a centralized CX strategy and invest in tools like a customer data platform.

Data Clean Rooms: What Marketers Need to Know

Data clean rooms are not exactly a new tool for data management, but they help resolve some of the biggest data-oriented challenges marketers face today.

How to Improve Customer Lifetime Value with a CDP

Using a CDP to improve customer LTV will allow you to retain your most valuable customers, increase revenue and improve the overall customer experience.

How Asset Managers Use CDPs to Create the MarTech Stack of the Future

Centralized customer data with a CDP is key for memorable customer experiences, regulatory compliance, and future MarTech innovation for asset managers.

Top Benefits of a CDP: A 4-Step Approach to Better Customer Experience

The CDP market is growing fast. But how do companies make sense of this exploding market? CDP.com outlines the top four benefits CDPs offer.

What CDP Use Cases Should You Focus On?

Read these key findings and insight from our research into CDP use cases, how they’re implementing CDP tech, and what requirements they expect it to meet.

Are Leaders Losing Confidence Since COVID-19?

A new EMEA report says there’s an increasing lack of leadership confidence and an increasing “fear of messing up.” Can more data-driven decision making help?

CDP Industry in EMEA Doubles Funding in 2022

The CDP Institute has published its first State of the CDP Industry report for Europe, the Middle East and Africa (EMEA) in 2022.

CDP industry Sees Strong Growth in APAC

Findings from the CDP Institute "State of the CDP Industry Report for Asia-Pacific" highlights strong CDP growth in what is a uniquely structured market.

Customer Data Platform Industry Update - January 2022

According to the January 2022 CDP industry update from the CDP Institute, the Customer Data Platform market showed strong growth in the second half of 2021.

Lack of Unified Data Operations Limits CX Innovation, Study Finds

Survey reveals that companies using unified data throughout their operations are more likely to use that data to improve the customer experience. Read more.

What is the CIO’s Role in Selecting a CDP?

What is the CIO's role in selecting a CDP? CIOs should take a primary role to discuss the need for CDPs, growth opportunities, and due diligence on the scalability, security, and flexibility.

Key Findings from the 2021 CDP Institute Survey

The 2021 CDP Institute Member Survey is out, and there are some interesting findings. One is that consumer businesses are increasing their CDP deployments.

Report: Organizational Engagement Drives Successful CDP Projects

Organizational engagement issues, not technical ones, are the main cause for failure in CDP deployment and ROI.

How CDPs Enable Successful Digital Transformation

CDPs should be on your digital transformation roadmap since CDPs can enable successful digital transformations.

4 Reasons Companies Are Turning to CDPs

Customer Data Platforms (CDPs) are being used for everything from navigating COVID response to creating personalized customer journeys. Here’s why.

Customer Data: The Key to Cross-Channel Optimization

Marketers, stop optimizing within channels and start optimizing across channels. Learn how a holistic approach improves your overall customer experience.

A Marketer’s Guide to Customer Data Orchestration

Customer data orchestration is an automated set of processes for efficient, personalized, effective marketing. Here’s how the right CDP choice makes it easy.

What Is Customer Experience (CX)? Definition & Strategy Guide

Customer experience (CX) is every interaction a customer has with your brand — and their perception of it. Learn CX vs UX, the 4 pillars of CX strategy, and how CDPs and AI deliver personalization at scale.

Why DTC Is The Next Step For CPG Brands

The consumer packaged goods (CPG) industry needs to invest in DTC models now or risk becoming irrelevant. Here’s how they can successfully launch into DTC.

7 Ways to Elevate Customer Service with a CDP