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Imagine a marketing department in a stylish office tower. Meet Sarah, a seasoned marketer with an ambitious goal: to revolutionise her company’s customer engagement game using the latest tech wizardry, known as Customer Data Platforms (CDPs).
Sarah is armed with dreams of personalization, customer insights, and skyrocketing sales. But little does she know, she’s about to embark on an adventure filled with twists and turns.
Her journey begins with the discovery of CDPs, known as the holy grail of marketing, promising to unite all the scattered pieces of customer data. In her quest to harness the power of CDPs, she stumbles upon the realm of data silos. These silos are like unbreakable walls, guarding important nuggets of customer information.
Quite a journey, isn’t it?
Sarah represents a majority of marketers in today’s world, who are grappling with data integration complexities. A recent Wavemaker report explained that data can just be numbers, but making stories out of that data is what makes it insightful.
This is exactly what a CDP does.
The Challenges
Experts, however, agree that data silos are a long-existing obstacle that marketers face on their journey to creating insightful stories.
Vyshak Venugopalan, Director, Solutions Consulting at Adobe feels that indeed, the implementation of CDPs for cross-channel campaigns is a complex and nuanced task.
“Marketers often find themselves needing support with respect to data quality and integration. In response, CDPs ought to proactively tackle these concerns by prioritising data accuracy and achieving smooth integration with pre-existing systems, all while fostering collaborative engagement with IT teams and maintaining customer trust and privacy. A truly open and extensible CDP is what will help in overcoming these challenges for the marketers,” he said.
Now, let’s get Sarah back in the picture.
Just as she…
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