A Look at CDP Implementation and Optimization Best Practices – CMSWire

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The advertising ecosystem has been upended and continues to shift, thanks in part to Google’s plans to deprecate third-party cookies, along with Apple’s restriction of access to their mobile ID. Both moves impact the adtech sector and the ability to connect the digital and offline worlds. Marketers thus have their work cut out for them and many feel overwhelmed.

Emerging from this marketing uncertainty is the customer data platform or CDP. The CDP promises a single customer view across channels, both online and offline to ease marketing decisions. Do businesses really need a CDP? Well, yes. In addition to the marketing upheaval, the passing of laws such as GDPR and CCPA means the consequences for getting identity wrong are much higher. Marketers are simultaneously tasked with knowing a customer — but only with consent. In this environment, the conversation has shifted from, “Do I need a CDP?” to, “Which one should I choose?”

In this article, Acxiom’s Data Platforms Innovator Mike Danley weighs in on how to make a CDP a key component of the enterprise data strategy and ways to optimize customer identity.

Mike Danley is a leader of Acxiom’s enterprise data management product innovation team, which includes Acxiom’s flagship customer data platforms and campaign marketing. He’s an expert in the field of customer intelligence solutions that drive digital transformation and results that bridge
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