{"id":1035,"date":"2023-03-23T23:29:28","date_gmt":"2023-03-24T06:29:28","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&#038;p=1035"},"modified":"2025-03-05T11:26:45","modified_gmt":"2025-03-05T19:26:45","slug":"trendsandtopics","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/reports\/trendsandtopics\/","title":{"rendered":"TRENDS &amp; TOPICS:\u00a0Marketer&#8217;s Guide to CDPs"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1035\" class=\"elementor elementor-1035\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4320129 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"4320129\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-580251e\" data-id=\"580251e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3ea70ee elementor-widget elementor-widget-hero\" data-id=\"3ea70ee\" data-element_type=\"widget\" data-widget_type=\"hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"hero  \">\n\n\t\n\t<div class=\"hero__slider swiper\">\n\t\t<div class=\"hero__slider-wrapper swiper-wrapper\">\n\t\t\t\t\t\t\t<div class=\"hero__slider-item swiper-slide\" data-swiper-autoplay=\"5000\">\n\t\t\t\t\t<div class=\"hero__content \">\n\t\t\t\t\t\t<div class=\"hero__text-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"hero__text-title\"><h1>TRENDS &amp; TOPICS: <span style=\"color: #035cd4\">CDPs<\/span><\/h1><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"hero__text\"><p>Marketer's Guide to Customer Data Platforms<\/p><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t <div class=\"hero__image-content\">\n\t\t\t\t\t\t\t<div class=\"hero__image-wrapper\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t<source media=\"(max-width:719px)\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/hero-image-right.svg\">\n\t\t\t\t\t\t\t\t\t<source media=\"(max-width:1023px)\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/hero-image-right.svg\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" class=\"hero__image\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/hero-image-right.svg\" alt=\"\">\n\t\t\t\t\t\t\t\t<\/picture>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24341aa elementor-widget elementor-widget-column-content\" data-id=\"24341aa\" data-element_type=\"widget\" data-widget_type=\"column-content.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"column-content\">\n\t<div class=\"column-content__items\">\n\t\t\t\t\t\t\t<div class=\"column-content__item\">\n\t\t\t<div class=\"column-content__container container\">\n\t\t\t\t<div class=\"column-content__wrapper grid\">\n\t\t\t\t\t<h3 class=\"column-content__left\"><p style=\"font-size: 36px\"><span style=\"color: #3366ff\">Did you know...<\/span><\/p><\/h3>\n\t\t\t\t\t<div class=\"column-content__right\"><ul><li>Most brands are dissatisfied with their CDP solutions (are you?)<\/li><li>Choosing the right CDP can reduce the total cost of your mar-tech stack?<\/li><li>The most critical differentiator among today\u2019s CDPs is not tech-related<\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b05beed elementor-widget elementor-widget-full-width-image-content\" data-id=\"b05beed\" data-element_type=\"widget\" data-widget_type=\"full-width-image-content.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"full-width-image-content \">\n\t<div\n\tclass=\"full-width-image-content__container full-width-image-content__container--right container grid\"\t>\n\t\t<div class=\"full-width-image-content__content\">\n\t\t\t\t\t\t\t<h2\n\t\t\t\tclass=\"full-width-image-content__headline\"\t\t\t\t>\n\t\t\t\t\t<p><span style=\"color: #035cd4\">Data is the lifeblood of every modern business.<\/span><span style=\"font-size: 2.375rem;letter-spacing: -0.02em\"><\/span><\/p>\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\tclass=\"full-width-image-content__text-content\"\t\t\t>\n\t\t\t\t<p>There are massive amounts of customer data coming at marketers constantly, from everywhere, including digital properties, call centers, apps, in-store transactions and more.<\/p><p>Data can also be terrifying.<\/p><p>More than ever, marketing organizations are under pressure to take all the data their expensive tech stack can serve up and use it to architect an outstanding customer experience\u2014and never stop improving. No pressure!<\/p><p>This non-stop data deluge can be extremely overwhelming and makes it hard to know what to do. Ever-changing regulations around what consumer data you can collect, how you\u2019re allowed to collect it, and how you can use it don't make things any easier.<\/p><p>Customer Data Platforms (CDPs) are meant to aggregate multi-source consumer data and enable meaningful marketing activities in real time. A well-designed CDP can improve engagement quality, increase conversions, and enhance (rather than complicate) your existing tech stack.<\/p><p><span style=\"color: #035cd4\">Customer Data Platforms:<\/span> What You Need to Know about CDPs<\/p>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"button button--default button--violet\"   href=\"https:\/\/zetaglobal.com\/resource-center\/customer-data-platform-cdp\/\" target=\"_blank\">Read the Blog<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"full-width-image-content__image\">\n\t\t\t\t\t\t\t<div class=\"full-width-image-content__image-wrap no-scaling\">\n\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\t\tclass=\"full-width-image-content__image-tag\"\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/data-image.svg\" alt=\"\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37478e0 elementor-widget elementor-widget-full-width-image-content\" data-id=\"37478e0\" data-element_type=\"widget\" data-widget_type=\"full-width-image-content.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"full-width-image-content \">\n\t<div\n\tclass=\"full-width-image-content__container full-width-image-content__container--left container grid\"\t>\n\t\t<div class=\"full-width-image-content__content\">\n\t\t\t\t\t\t\t<h2\n\t\t\t\tclass=\"full-width-image-content__headline\"\t\t\t\t>\n\t\t\t\t\t<p><span style=\"color: #035cd4\">The Perils of Choosing a CDP<\/span><\/p>\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\tclass=\"full-width-image-content__text-content\"\t\t\t>\n\t\t\t\t<p>As sources of consumer data multiply exponentially, the demand intensifies for cost-effective solutions that aggregate and organize data into a single, centralized view. In this circumstance the value proposition of a CDP should be very clear. Truly bespoke experiences to prospects and customers should be no problem when data is this abundant and accessible. But across the board and in almost all industries, there\u2019s still a problem with CDPs underperforming or worse, not fulfilling their business purpose.<\/p><p>In a Forrester Consulting survey commissioned by Zeta, 45% of respondents said their current CDP has underperformed against business expectations. It\u2019s harder than it should be to find a CDP offering that can reliably deliver on the coveted single customer view, intuitive reporting, content personalization, segmentation, data orchestration and native execution. The Forrester study further reveals that only 10% of respondents said their CDPs meet all their current needs, and only 1% felt their CDP is poised to answer future requirements.<\/p>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<div class=\"full-width-image-content__image\">\n\t\t\t\t\t\t\t<div class=\"full-width-image-content__image-wrap no-scaling\">\n\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\t\tclass=\"full-width-image-content__image-tag\"\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/section-two-image.svg\" alt=\"\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0158d1b elementor-widget elementor-widget-centered-content-and-video-insert\" data-id=\"0158d1b\" data-element_type=\"widget\" data-widget_type=\"centered-content-and-video-insert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"centered-content centered-content--gray\">\n\t<div class=\"centered-content__container container grid\">\n\t\t\t\t\t<h2 ><p>Marketers are Struggling with Their CDPs<\/p><\/h2>\n\t\t\t\t\t\t\t<div class=\"centered-content__image\">\n\t\t\t\t<div class=\"centered-content__image-content\">\n\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/forrester_CDP.png\" alt=\"\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"centered-content__content\">\n\t\t\t\t<p>These stark numbers suggest what\u2019s actually happening on the ground: Prospective consumers are routinely sent messages that are not right for where they are in their customer journey. Or worse, messages that are not relevant to them at all. Sound familiar? Today customers have exceedingly high standards. They simply won\u2019t stay where they\u2019re not engaged.<\/p>\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-714a696 elementor-widget elementor-widget-page-end-cta\" data-id=\"714a696\" data-element_type=\"widget\" data-widget_type=\"page-end-cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"page-end-cta  page-end-cta--alternate\">\n\t<div class=\"page-end-cta__container container\">\n\t\t<div class=\"page-end-cta__wrapper grid\">\n\t\t\t<div class=\"page-end-cta__content\">\n\t\t\t\t<div class=\"page-end-cta__headline\"><\/div>\n\t\t\t\t<div class=\"page-end-cta__description\">Need recommendations on how to optimize your CDP RFP and the selection process?<\/div>\n\t\t\t\t<div class=\"page-end-cta__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"page-end-cta__button button button--default button--violet\"   href=\"https:\/\/marketing.zetaglobal.com\/cdpi_best_cdp_right_rfp\" target=\"_blank\">Read our Whitepaper<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-06c185b elementor-widget elementor-widget-centered-content-and-video-insert\" data-id=\"06c185b\" data-element_type=\"widget\" data-widget_type=\"centered-content-and-video-insert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"centered-content centered-content--gray\">\n\t<div class=\"centered-content__container container grid\">\n\t\t\t\t\t<h2 ><p>Why Marketers Choose Zeta CDP+ Hear from Zeta\u2019s CTO Christian Monberg.<\/p><\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"zeta-video-player\">\n\t\t\t\t\t\t\t\t\t\t\t<video controls>\n\t\t\t\t\t\t\t<source src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/20720-Zeta-Global-CDP-1.mp4#t=0.001\" type=\"video\/mp4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/video>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9db5a2a zeta-content elementor-widget elementor-widget-text-editor\" data-id=\"9db5a2a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 style=\"text-align: center;\">Close the Gap Between Data Accessibility and Usability<\/h3>\n<p style=\"font-size: 18px;\">First-party data\u2014the data you collect about your own customers\u2014is fully usable if and only if it is properly integrated and maintained. Don\u2019t expect to achieve full usability by cleaning up database tables using one-time processes, no matter how many of those processes you employ, or how frequently. It requires enforcing rigor in a system of record with integrated, repeatable, ongoing data services.<\/p>\n<p style=\"font-size: 18px;\">New customer data is onboarded all the time, which means deleting and merging duplicate data should be a constant value whenever new data is being integrated. It\u2019s one of the primary drivers when companies consider adopting a CDP\u2014centralizing customer data and automating the rigorous requirements associated with data unification and hygiene. You want your customer data to be accurate and actionable at any given moment, not just the day after your last merge process.<\/p>\n\n<p style=\"font-size: 18px;\">Engaging third-party data is an effective way to enrich your first-party data and ultimately expand your understanding of customer and prospects. But again, if your own data isn\u2019t integrated properly with external data, it generates little value. While we all wish a few APIs would be enough to integrate everything, it\u2019s not that simple. Integrating data requires bespoke attention and expertise. Without it, it\u2019s not likely you\u2019ll get actionable guidance from your CDP and the reason will be hard to pinpoint. In many cases, clean data integration is undervalued.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b4aee6 elementor-widget elementor-widget-full-width-call-out\" data-id=\"4b4aee6\" data-element_type=\"widget\" data-widget_type=\"full-width-call-out.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"full-width-callout\">\n\t<div class=\"full-width-callout__container container\">\n\t\t<div class=\"full-width-callout__wrapper grid\">\n\t\t\t<div class=\"full-width-callout__headline\">\n\t\t\t\t<h2\n\t\t\t\tclass=\"full-width-callout__headline-h2\"\t\t\t\t>\n\t\t\t\t\t<p>The Business Case for Data Usability<\/p>\t\t\t\t<\/h2>\n\t\t\t<\/div>\n\t\t\t<div class=\"full-width-callout__subheadlines\">\n\t\t\t\t<h3\n\t\t\t\tclass=\"full-width-callout__subheadline\"\t\t\t\t>\n\t\t\t\t\t<p>Find out why customer data management doesn\u2019t stop at accessibility.<\/p>\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"full-width-callout__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"full-width-callout__button button button--white\"   href=\"https:\/\/marketing.zetaglobal.com\/data-usability-ebook\" target=\"_blank\">Read our report<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdfde07 elementor-widget elementor-widget-contained-image-content\" data-id=\"fdfde07\" data-element_type=\"widget\" data-widget_type=\"contained-image-content.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"contained-image container \">\n\t<div class=\"grid\">\n\t\t<div class=\"contained-image__content right\">\n\t\t\t<div class=\"contained-image__image-wrapper \">\n\t\t\t\t<div class=\"contained-image__image  \"\n\t\t\t\t\t>\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/zet-1.png\" alt=\"\">\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"contained-image__text-content\">\n\t\t\t\t<div class=\"contained-image__text-block\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"contained-image__heading\"><p>Sizing Up CDPs:<\/p><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"contained-image__description\"><h3>Factors to Consider<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"button button--default contained-image__cta button--violet\" href=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/03\/zet-1.png\" target=\"_blank\">View the infographic<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f10c585 zeta-content elementor-widget elementor-widget-text-editor\" data-id=\"f10c585\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 style=\"text-align: center;\">Lost Time Is Missed Revenue Growth<\/h3>\n<p style=\"font-size: 18px;\"> Where return on investment (ROI) measures the financial success of an investment, time to value (TTV) measures how long until you can get your investment up and running so it delivers on the reasons you bought it. <\/p>\n\n<p style=\"font-size: 18px;\"> If you\u2019re able to use your marketing software faster than your competitors, it can make a massive and durable difference in getting and keeping customers. The shorter the time to value, the faster you\u2019ll see revenue growth. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3c5e19 elementor-widget elementor-widget-full-width-call-out\" data-id=\"c3c5e19\" data-element_type=\"widget\" data-widget_type=\"full-width-call-out.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"full-width-callout\">\n\t<div class=\"full-width-callout__container container\">\n\t\t<div class=\"full-width-callout__wrapper grid\">\n\t\t\t<div class=\"full-width-callout__headline\">\n\t\t\t\t<h2\n\t\t\t\tclass=\"full-width-callout__headline-h2\"\t\t\t\t>\n\t\t\t\t\t<p>When will my platform of choice pay off?<\/p>\t\t\t\t<\/h2>\n\t\t\t<\/div>\n\t\t\t<div class=\"full-width-callout__subheadlines\">\n\t\t\t\t<h3\n\t\t\t\tclass=\"full-width-callout__subheadline\"\t\t\t\t>\n\t\t\t\t\t<p>Find out more in our Resource Center<\/p>\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"full-width-callout__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"full-width-callout__button button button--white\"   href=\"https:\/\/zetaglobal.com\/blog\/platform-time-to-value\/\" target=\"_blank\">Read the blog <\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12ea5a2 elementor-widget elementor-widget-page-end-cta\" data-id=\"12ea5a2\" data-element_type=\"widget\" data-widget_type=\"page-end-cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"page-end-cta page-end-cta--gray \">\n\t<div class=\"page-end-cta__container container\">\n\t\t<div class=\"page-end-cta__wrapper grid\">\n\t\t\t<div class=\"page-end-cta__content\">\n\t\t\t\t<div class=\"page-end-cta__headline\"><p>How to Recognize and Reduce Tech Debt in 2022<\/p><\/div>\n\t\t\t\t<div class=\"page-end-cta__description\"><\/div>\n\t\t\t\t<div class=\"page-end-cta__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"page-end-cta__button button button--default button--violet\"   href=\"https:\/\/marketing.zetaglobal.com\/zeta-tech-debt-whitepaper\" target=\"_blank\">Download the whitepaper<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f67125d zeta-content elementor-widget elementor-widget-text-editor\" data-id=\"f67125d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 style=\"text-align: center;\">Next-Generation CDPs Transcend Data Management<\/h3>\n<p style=\"font-size: 18px;\"> A properly supported customer data platform goes far beyond data management. The right CDP can activate across all channels, measure results and most importantly, generate critical insights to help you make high-stakes marketing decisions. <\/p>\n\n<p style=\"font-size: 18px;\"> CDPs help companies future-proof their relationships with customers. They make sure you have the insights you need to reliably deliver memorable experiences that get more customized and delightful over time. On the back end, the right CDP unearths increasingly incisive and crystal-clear insights, robust data quality, spot-on governance, and strong integrations with the rest of your tech stack. It\u2019s all possible today in the context of a relationship with the right CDP provider.<\/p>\n\n<p style=\"font-size: 18px;\"> Deployed and serviced in the context of a solid partnership, CDPs can do wonders in helping develop a mutually beneficial, ethical customer journey. They can be enablers of key outcomes like higher customer acquisition and retention, durable customer trust scores, and reliably higher revenue. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72f7d6b elementor-widget elementor-widget-full-width-call-out\" data-id=\"72f7d6b\" data-element_type=\"widget\" data-widget_type=\"full-width-call-out.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"full-width-callout\">\n\t<div class=\"full-width-callout__container container\">\n\t\t<div class=\"full-width-callout__wrapper grid\">\n\t\t\t<div class=\"full-width-callout__headline\">\n\t\t\t\t<h2\n\t\t\t\tclass=\"full-width-callout__headline-h2\"\t\t\t\t>\n\t\t\t\t\t<p>Not all CDPs are created equal.<\/p>\t\t\t\t<\/h2>\n\t\t\t<\/div>\n\t\t\t<div class=\"full-width-callout__subheadlines\">\n\t\t\t\t<h3\n\t\t\t\tclass=\"full-width-callout__subheadline\"\t\t\t\t>\n\t\t\t\t\t<p>Download the full guide<\/p>\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"full-width-callout__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"full-width-callout__button button button--white\"   href=\"https:\/\/marketing.zetaglobal.com\/forrester_cdp_survey_2022?utm_medium=social&#038;utm_source=facebook&#038;utm_campaign=fcdps&#038;utm_content=2722c269-8f29-4f19-bc4f-fa5cb5d71c89\" target=\"_blank\">Forrester Case Study<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb19db1 elementor-widget elementor-widget-elevator-panels\" data-id=\"eb19db1\" data-element_type=\"widget\" data-widget_type=\"elevator-panels.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elevator-panels bg-white\">\n\t<div class=\"elevator-panels__container container\">\n\t\t<div class=\"elevator-panels__wrapper grid\">\n\t\t\t<div class=\"elevator-panels__heading\">\n\t\t\t\t<h2 class=\"elevator-panels__headline\"><p>How to Future Proof Your CDP Investment<\/p><\/h2>\n\t\t\t\t<p class=\"elevator-panels__description\"><\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"elevator-panels__items\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elevator-panels__item \">\n\t\t\t\t\t\t<button class=\"elevator-panels__question\" type=\"button\" aria-expanded=\"false\" aria-controls=\"sect-zeta-panel-1\" id=\"accord-zeta-panel-1\">\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-text\"> More is not necessarily better.                    <\/div>\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-plus\"><\/div>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<div class=\"elevator-panels__answer\" id=\"sect-zeta-panel-1\" aria-labelledby=\"zeta-panel-1\" role=\"region\" aria-hidden=\"true\"><p>Look for a CDP with features that do what your organization needs done given your current tech stack. This is not always the software with the longest list of features. That being said, consider what features you may also need in the future.<\/p><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elevator-panels__item \">\n\t\t\t\t\t\t<button class=\"elevator-panels__question\" type=\"button\" aria-expanded=\"false\" aria-controls=\"sect-zeta-panel-2\" id=\"accord-zeta-panel-2\">\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-text\"> Liberate human bandwidth.                    <\/div>\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-plus\"><\/div>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<div class=\"elevator-panels__answer\" id=\"sect-zeta-panel-2\" aria-labelledby=\"zeta-panel-2\" role=\"region\" aria-hidden=\"true\"><p>Seek out AI-driven\u00affunctionality that will relieve your team of any tasks they currently do manually, such as segmentation, personalization, send-time optimization, analytics reporting, etc.<\/p><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elevator-panels__item \">\n\t\t\t\t\t\t<button class=\"elevator-panels__question\" type=\"button\" aria-expanded=\"false\" aria-controls=\"sect-zeta-panel-3\" id=\"accord-zeta-panel-3\">\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-text\"> Pre-sets can be gold.                    <\/div>\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-plus\"><\/div>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<div class=\"elevator-panels__answer\" id=\"sect-zeta-panel-3\" aria-labelledby=\"zeta-panel-3\" role=\"region\" aria-hidden=\"true\"><p>Look for a CDP that offers vertical-specific knowledge and insights. Pre-built use cases can spare you months of preloading data before you can launch.<\/p><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elevator-panels__item \">\n\t\t\t\t\t\t<button class=\"elevator-panels__question\" type=\"button\" aria-expanded=\"false\" aria-controls=\"sect-zeta-panel-4\" id=\"accord-zeta-panel-4\">\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-text\"> Built-ins make sense.                    <\/div>\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-plus\"><\/div>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<div class=\"elevator-panels__answer\" id=\"sect-zeta-panel-4\" aria-labelledby=\"zeta-panel-4\" role=\"region\" aria-hidden=\"true\"><p>Look for integrated tools and channels you need, which will make your work easier to manage and help control costs.<\/p><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elevator-panels__item \">\n\t\t\t\t\t\t<button class=\"elevator-panels__question\" type=\"button\" aria-expanded=\"false\" aria-controls=\"sect-zeta-panel-5\" id=\"accord-zeta-panel-5\">\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-text\"> Focus on your KPIs.<\/div>\n\t\t\t\t\t\t\t<div class=\"elevator-panels__question-plus\"><\/div>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<div class=\"elevator-panels__answer\" id=\"sect-zeta-panel-5\" aria-labelledby=\"zeta-panel-5\" role=\"region\" aria-hidden=\"true\"><p>The right software can be set up to focus where you need to stay focused. This way, your campaigns stand a better chance of aligning with your goals.<\/p><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\\\/\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"More is not necessarily better.\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Look for a CDP with features that do what your organization needs done given your current tech stack. This is not always the software with the longest list of features. That being said, consider what features you may also need in the future.\"}},{\"@type\":\"Question\",\"name\":\"Liberate human bandwidth.\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Seek out AI-driven\\u00affunctionality that will relieve your team of any tasks they currently do manually, such as segmentation, personalization, send-time optimization, analytics reporting, etc.\"}},{\"@type\":\"Question\",\"name\":\"Pre-sets can be gold.\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Look for a CDP that offers vertical-specific knowledge and insights. Pre-built use cases can spare you months of preloading data before you can launch.\"}},{\"@type\":\"Question\",\"name\":\"Built-ins make sense.\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Look for integrated tools and channels you need, which will make your work easier to manage and help control costs.\"}},{\"@type\":\"Question\",\"name\":\"Focus on your KPIs.\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"The right software can be set up to focus where you need to stay focused. This way, your campaigns stand a better chance of aligning with your goals.\"}}]}<\/script><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4734f3e elementor-widget elementor-widget-page-end-cta\" data-id=\"4734f3e\" data-element_type=\"widget\" data-widget_type=\"page-end-cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"page-end-cta page-end-cta--gradient page-end-cta--alternate\">\n\t<div class=\"page-end-cta__container container\">\n\t\t<div class=\"page-end-cta__wrapper grid\">\n\t\t\t<div class=\"page-end-cta__content\">\n\t\t\t\t<div class=\"page-end-cta__headline\"><p style=\"text-align: center\">Make sure your CDP strategy is future proof.<\/p><\/div>\n\t\t\t\t<div class=\"page-end-cta__description\"><\/div>\n\t\t\t\t<div class=\"page-end-cta__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"page-end-cta__button button button--default button--white\"   href=\"https:\/\/zetaglobal.com\/contact-us\/\" target=\"_blank\">Connect with an expert<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Stay in the know with your go-to destination for customer data platform trends, news, insights and topics. 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