Terica [email protected]
This chapter introduces the reader to the concept of Customer Data Platform (CDP) and its importance today. Readers will be able to understand the challenges faced by companies in delivering a great customer experience.
In this chapter, we will understand what a CDP is and why it is important for all companies to invest in one. We will discuss the challenges faced by companies that don’t use a CDP and, hence, don’t have a single source of truth for their customer data. We will also discuss in theory how a CDP platform solves customer data problems for companies. Next, we will learn the concepts behind the working of a CDP before discussing the different types of CDPs.