| Unified, accessible customer data has become an essential building block for marketing success. Marketers today use dozens of martech applications to manage, analyze and act on a growing volume of first-party customer data. And, despite increasing efficiency, the proliferation of marketing software applications has created problems with data redundancy, accuracy and integration. Automating customer data accuracy and integration through a Customer Data Platform (CDP) can provide benefits to marketers and to other functions across the enterprise. This new MarTech guide examines the market for CDPs and the considerations involved in implementation. The 75-page report reviews this growing market and outlines the benefits of using a CDP. It also includes market trends, profiles or leading vendors, capabilities comparisons, and recommended steps for making an informed purchase decision.
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