Research Uncovers Secret to Optimizing CDPs
To gain a brand perspective on martech service partnerships, Acxiom commissioned independent research from MTM, an international strategy and research agency. And we discovered that by far the most common reason brands engage a martech service partner is to maximize the value of their investment in technologies such as CDPs.
Common reasons a brand might work with a CDP service partner include:
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Configuring the CDP solution to support data hygiene and standardization
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Enhancing audience segmentation to improve personalization and CX
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Integrating identity solutions to understand the individual across all touchpoints
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Using analytics to enable closed-loop insights and maximize marketing effectiveness
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Ensuring the CDP complies with the necessary data privacy and security regulations
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Providing end-to-end support with design, integration, and optimization
Each brand has different needs depending on their industry, their use cases, the CDP solution they want to implement, and their stage on the implementation journey. However, there are five key areas all brands should look at when choosing a CDP service partner.
We hope this report helps make your CDP decisions easier. Please let us know if we can assist you with your CDP.
