The Elusive Single View of the Customer: EDW, DMP, CDP, CDH…OMG!
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 to pull it off.
With the number of technologies vying for this central component of the tech stack (not to mention the number complicating things by providing another stream of data), it’s bewildering to even consider where to begin. And looking at promises on the market…vendors aren’t making it easy.
EDWs (enterprise data warehouses), DMPs (data management platforms), CDPs (customer data platforms), the CDH (Customer Data Hub), Personalization vendors, even legacy CRM and Web Analytics systems are competing to be this unified source of data that feeds all other enterprise systems. But, it’s not an even playing field and it’s essential to know the strengths and weaknesses of each solution prior to committing to such a critical piece of technology infrastructure.
Watch to determine which technology is best suited to create and act on a single view of the customer.