Choosing CDP wisely - a no-nonsense guide

The promise of a unified customer view is very exciting and highly desired: hyper- personalisation, predictive insights, seamless customer journeys. Yet, for countless organisations, this vision remains a distant dream, lost in a labyrinth of technology acronyms, competing vendor claims, and internal data chaos. You’re likely swimming in customer data - from your website and mobile apps to ad platforms, CRM, and customer support systems - but are you truly leveraging it? Or does it feel like trying to herd cats while wearing a blindfold?