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Why customer data platforms may have a more limited future post-GDPR & Cambridge Analytica

Customer data platforms (CDPs) have had a meteoric rise in the technology hype cycle.

Promising a 360-degree view of the customer across all touchpoints, CDPs promised enterprises a place where all information about customers and their interaction with brands would be kept in individual profiles, rather than all the silos that exist today. CDPs have suggested that data management platforms (DMPs) will soon be encompassed by the CDP, whereby paid media data and owned media data will be completely connected. 

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