Over 100 companies identify themselves as a customer data platform, but only 20 are “true CDPs.”

Let's face it: the CDP category is confusing.This eBook is your guide to what a CDP is, isn't, and why they can help marketers transform how customer experience is delivered.

In this eBook, you'll learn:

• The five capabilities that define a "real CDP, " according to the Winterberry Group 
• How a CDP differs from an engagement platform, data management platform (DMP), and a tag management system
• How a CDP builds a Golden Record and why that record is the foundation of hyper-personalized omnichannel experiences

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