The CDP opportunity

Each day, an estimated 2.5 quintillion bytes of data is created. This includes staggering amounts of transactional and demographic data, as well as virtually infinite amounts of behavioral data. For many organizations, the problem lies not in the gathering of such data but in it’s organization, analysis and application.

In this report Tealium has partnered with SapientRazorfish to round up the top data and analytics predictions to help professionals enhance their strategic programmes and embrace digitalisation.

Over the past few decades, countless technologies have been introduced to help make sense of this data salad. While some tools, such as customer relationship management (CRM) platforms, data warehouses, and data lakes, have offered considerable improvement in managing disparate sources of data, none have been able to fully deliver on the promise and opportunity of data-driven marketing.

Customer data platforms (CDP) are a relatively new technology that have been introduced to improve the usability, accessibility, and timeliness of data to create a consistent, personalized, relevant customer experience. Here we examine the CDP and its differentiators, as well as its key advantages over existing models.

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