1、1Customer Data PlatformsBuyers Guide Tel-Aviv New YorkLondonSingapore22019 has become the year of the customer data platform(CDP).Industry analysts and thought leaders have shared their views of marketer frustration over disconnected customer data,and RFPs for CDPs are sprouting up like wildflowers

2、in the spring.With the CDP category reaching the top of its“hype cycle,”more and more vendors are looking to join the party.Every vendor is leveraging its particular technical origins to define“CDP”in their favor.Most customer data platforms seen today offer additional features which are external to

3、 the CDP core.For example,you can find vendors that started as website analytics,tag management or campaign management systems defining themselves as customer data platforms.You also see marketing clouds suddenly claiming to offer CDP-like capabilities.Everyone is now offering a“unified customer vie

4、w,”but these offerings are not created equal each vendors strengths and weaknesses differ based on its starting point.This has created an extremely convoluted landscape,with marketers being forced to compare the proverbial apples to oranges.Confused marketers face an almost impossible decision befor

5、e selecting a CDP.Founded in 2009,Optimove is one of the initial vendors in this market.This provides us with a unique perspective with which to help clarify the muddled picture.For starters,we believe that the following definition most accurately describes a true CDP:3A customer data platform,at it

6、s core,ingests,cleanses and unifies all relevant customer data available to the enterprise,and provides a persistent single customer profile used by marketers as the foundation for data exploration and insight discovery,customer segmentation and multi-channel campaign orchestration.In this guide,we