There’s a reason personalization is marketing’s holy grail. When you reach the right customers with the right offers at the right time, the results exceed expectations. Instead of centering marketing efforts around content, future-proof companies are centering their efforts around individual users and their unique needs, then developing content and experiences that are tailored to those unique needs.

For a true marketing personalization strategy, it’s not enough just to know who your customers are. You need that information to be actionable. You need it to be accessible across all customer touch points in your business. You need to be able to identify customers based on their engagement with your brand and target those customers across your marketing channels—even in real-time. ​

In this guide, you’ll learn:

• What a CDP is and why you need one
• If your organization is ready for a CDP
• What to look for in a CDP
• The process of choosing a CDP
• What to do once you’ve chosen your CDP