Siloed systems, out-of-date customer preferences, delayed behavioural data and disjointed experiences result in lost sales, decreased customer lifetime value and diminished customer relationships — and they just make your brand look bad.

Customer data platforms (CDP) are increasingly necessary for delivering timely, relevant experiences — especially in the era of cookie-less data — and the market has seen an explosion of options. However, many lack the crucial ability to both update in real time and connect with customers in meaningful ways. Some support basic data collection and connectivity but have rudimentary identity resolution tools, leaving you with incomplete customer profiles. Others can’t meet advanced marketing use cases such as cross-channel campaigns, multi-faceted segmentation and real-time personalisation. Finally, many boast hundreds or even thousands of direct integration to destinations, while in reality, many of these are poorly maintained or client-side templates.