The Case for the Real-Time Customer Data Platform

CDPs are a relatively new type of system. The first generation started appearing about ten years ago, when pioneering firms built the cross-channel database primarily to support other functions offered by the vendor, such as predictive modeling or campaign management. This was necessary because the lack of such databases was preventing vendors from selling their tools. In the past few years, “pure” CDPs have emerged that provide the database alone. The demand for such systems has grown as marketers recognize that…

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