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If you’re about to embark on an evaluation of a Customer Data Platform (CDP), a good place not to start is with what use case you want to implement. You don’t need a use case. Yet. A use case is [...]

Call it what you want — the customer 360, a single view of the customer, a unified customer profile — it’s clear that, as businesses, we need it. What’s not as clear is how to pick a technology [...]