The Relevancy Ring - CDP Buyer's Guide 2018

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    Written by Nicholas Einstein and David Daniels Email Marketing, Executive Survey, Vendor Selection, CDP, Customer Data Platforms, AgilOne, BlueConic, IgnitionOne, Lytics, RedPoint, Tealium

    About: Published in August 2018, The Relevancy Group analyzes six CDPs (Customer Data Platforms) and documents market trends and mandates on vendor selection. This comprehensive buyer's guide features executive data of more than 400 marketing executives and details on six CDP vendors, including AgilOne, BlueConic, IgnitionOne, Lytics, RedPoint, Tealium. The report looks at what is most important to marketers in the selection process and reviews this data by industry and enterprise size.  An excerpt of the research is featured in issue 18 of The Marketer Quarterly.

    Report Excerpt:
    What is a CDP?
    In a relatively short period of time, Customer Data Platforms have carved out a dynamic, new, and expanding space for themselves, within the enterprise marketing stack. Although the term was coined as early as 2013, it is primarily over the past 18 months that vendors have embraced the moniker and marketers have realized the distinct value proposition that a CDP brings to the table.

    CDPs enable marketers to:
    • Join and Combine Data – Marketers who are facing increasing volumes of useful customer data are increasingly turning to CDPs to help them join and integrate these often disparate and unnormalized customer data sources to make them more easily available for marketing applications - targeting, personalization, measurement, to name a few. They enable the utilization of real-time data at massive scale allowing for progressive customer profiling.
    • Create and Manage Profiles – CDPs can help marketers navigate the waters between known and unknown users through various probabilistic and deterministic identity methods. This enables 
    • CDPs to stitch together user profiles to more accurately identify and address people as individuals across channels and devices.
    • Enrich and Augment Data – While primarily focused on first-party data, CDPs can help marketers enrich data on a continuous basis by incorporating a variety of sources and efficiently augmenting these to ensure accuracy and usefulness to other systems across the enterprise. 
    • Syndicate and Activate Audiences – CDPs help marketers identify the appropriate customers and prospects to address through both paid and organic methods across online and offline channels. By using a CDP to inform audience selection and content recommendations, many marketers can individualize more campaigns at a more precise level, driving increased response rates and more efficient paid media spend.

    The Research: 35 pages, 12 graphics, 11,262 words. TRGSS1418 Part of our Research Subscriber Series, Subscribe and Save

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