While shopping for a new CDP, ensure its features match the need of the business

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 08, 2020, 1:54 AM UTC

Marketers must go through the pros and cons of customer data platforms (CDP).

This article shares ideas that marketers must consider before buying a new CDP for their martech stack. Before shopping around for martech solutions, Merkle’s Craig Howard advises clearly understanding the businesses capabilities, as they exist today.

This is followed by getting a sense of the existing infrastructure, resources, teams and the sophistications levels of each. A thorough research should be conducted by going through webinars, whitepapers and more to create a vendor list.

Marketers must talk to a host of vendors before making a decision. The demo process could be staggered into stages to better understand the specs and features of the CDPs available in the market. Businesses must be cautious that the demo matches the specific use cases of a business.

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