2021 XCentium Report 

Exploring the Business Value of a Customer Data Platform

By now, we have all heard about the fabled 360-Degree view of the customer. There are few arguments about the value of achieving this goal, but execution remains elusive. Because technology vendors designed customer experience platforms to support a phase of the entire customer lifecycle, 360-degree visibility is a challenge.

In the absence of a customer data platform, valuable tools designed to enable marketing, sales, customer service, or loyalty may have the technical flexibility to tell the complete story. Still, other considerations often get in the way.

Typical CDP Features: 

  • Integrated data collection allows you to easily gather information.
  • Profile unification creates a unified view of the customer.
  • Identity resolution layers in first- and third-party data to complete the 360-degree view.
  • Segmentation allows you to slice the customer database on the expanded catalog of facets only available in a CDP and use it to trigger valuable automated experience personalization.

Achieve a 360-degree view with a customer data platform and explore the many ways to use a CDP to generate additional revenue and reduce costs.

Continue reading by downloading our full report. 

The average cost of a customer data breach in the U.S. is $8.64 million.

- Ponemon Institute's 2020 "Cost of a Data Breach Study"