Customer Data Platforms (CDPs) were designed to help businesses develop and manage a unified customer database and provide a full-spectrum view of customers and their potential needs. With the recent explosion of behavioral data and digital experiences, these platforms are quickly becoming an integral part of the marketing stack, with tremendous adoption numbers (and huge growth expectations). Join Pega’s Norma Suarez as she interviews decisioning practitioners about their customer data implementations and explores the powerful relationship between behavioral data, customer context, and real-time decisioning. This session will examine the origins of CDPs, demonstrate how they solve for specific use cases in today’s MarTech environment, and enable attendees to evaluate the value of a CDP investment within the context of their broader goals.
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