The Role of a Customer Data Platform

This article originally appeared in the January/February 2018 issue of IT Pro, published by the IEEE Computer Society.

Successful use of customer data requires the development of a robust model, judicious selection of data, careful interpretation of analytics, and the ability to act on the results. Each of these steps poses its own challenges. By providing access to data from numerous systems in one database and supporting the systems that can produce an appropriate customer experience, the CDP overcomes the limitations imposed by fragmented point solutions and presents a holistic approach to customer interactions.