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Christmas is eight months away, but I already know what’s on every CMO’s wish list: a customer data platform (CDP). Following years of increasing interest and scrutiny, analysts the world over are touting the potential of CDPs in 2021 and beyond.
For decades, digital marketers have focused on catering the right content to the right customer via the right experience. All of those experiences generate massive amounts of user and behavioral data. While basic analytics capabilities are table stakes for most of these digital solutions, a true understanding of the power of that data is a recent revelation for most. Whether it’s due to the death of third-party cookies or new regulations like GDPR and CCPA, owning and managing first-party data has never been more important. CDPs offer a promise to digital marketers to manage, activate and measure data in a central and holistic approach. ....

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