Chances are, if you’re a marketer, data scientist, or engineer in 2020 you’ve heard of Customer Data Platforms. You may even have a Google alert set for CDPs (many of us here at Blueshift do) and the sheer volume of content being produced in the vein of CDPs is overwhelming to say the least. On one hand, the seemingly overnight ascension of Customer Data Platforms might speak to just how valuable they are. It is incredibly important to have a singular source of truth to base all of your customer interactions upon.
It’s also important to note how the rise of CDPs correlates with a Renaissance of 1st-party data (which in turn supports consumer data consent and privacy) and how that is shaping the future of marketing. But, “CDPs” aren’t immune to over hype — Frankenstein-esque solutions are popping up left and right claiming to be genuine CDPs, there are few resources for businesses looking to bring one into their stack, and CDPs aren’t necessarily the full solution to providing true 1:1 customer experiences. So, we’re here to help sift out hype from honesty — and help marketers determine if a Customer Data Platform is right for their business.