Data is a vast and nebulous subject that nonetheless can make or break a company. When companies generate and unify good data, they can create actionable insights and optimize processes for a number of teams within the organization. But when data is poor or unused or unusable, the business can miss out on revenue potential, business efficiency (including marketing efficiency) and customer experience. Data isnât useful unless available, identifiable and understandable. This is where an AI-driven customer data platform (CDP) comes in. CDPs take in data from a wide variety of sources and use that data to help businesses achieve digital transformation.