Will CDPs deliver on the marketing promise of personalisation? | Computer Weekly
Summary
This article examines the long-running promise of customer data platforms to deliver a single customer view and better personalization. It explains how CDPs differ from traditional CRM systems by focusing on identity resolution, data activation, and real-time orchestration across channels. It also highlights the challenges that slow adoption, including integration complexity, poor data quality, governance, consent, and privacy compliance. The piece cites vendors such as Adobe, SAP, Salesforce, Oracle, Twilio Segment, Tealium, Microsoft, and Zoho, and shows how some customers are using CDPs to improve segmentation and customer experience.
Classifications
industries
Fintech & Banking
applications
Accounting and Taxes
AskAI Classifications
Labels
CPaaS
SaaS
Developer Tools
Linked Companies
Twilio Inc.
$1B+
Oracle
$1B+
Tealium
$100M to $250M
Salesforce
$1B+
Zoho
$1B+
Microsoft
$1B+
Adobe
$1B+