Technology Exchange Sessions T1 CDPs Data Management Panacea or Over Hyped Pretender

CDPs: Data Management Panacea or Over-Hyped Pretender?

Tuesday December 10, 2019 | 1:30 PM - 2:15 PM

Speaker(s):  Julian Archer, Steve Casey

Track(s): Track 1: Data and Analytics

Data fuels the modern marketing engine, but most B2B marketers have low confidence in the quality of their data and their data management skills. Customer data platforms (CDPs) offer the promise of a packaged solution for these critical challenges, but this emerging market is ill-defined, includes a growing list of vendors migrating from a wide variety of adjacent markets, and is experiencing frequent mergers and acquisitions. Is a CDP one-stop shopping for a data layer solution or just another in a long list of over-hyped acronyms?

This presentation will provide the following benefits:

  • See how CDPs can dramatically change the balance of power in B2B revenue technology
  • Get a checklist of the business requirements organizations should consider when exploring CDP solutions
  • Gain insight into the experiences of early CDP adopters