PHOTO:
Mohamed Nohassi | unsplash
As customer data platforms (CDPs) evolve from technical, database-focused solutions to data-fueled customer experience enablement platforms, vendors have increasingly focussed their messaging on CDP-enabled outcomes: seamless omni-channel brand experiences, higher retention rates, better ROI. One prominent message has been around the ease of use for marketers â the primary users of a CDP. âA CDP should enable near-100% independence from IT by allowing business teams to perform tasks that previously required IT, such as advanced segmentation, attribute creation, predictive model usage and data activation,â said James Meyers, head of martech strategy at ActionIQ, a CDP vendor that has been stressing the importance of a marketer-friendly UI to enable more independence.