Today’s marketers have more data available than ever before, but they struggle to pull it together in a usable format. Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in data unification and sharing. Still, marketers are rightly wary: Can CDP really deliver on its promise?
This workshop will equip you to answer that question. You’ll understand the definition of a CDP, how CDPs differ from other systems, which features are shared by all CDPs and which are found in only some, the most important CDP use cases, how to select the right CDP, how to manage a successful deployment, and where to look next for more information. A mix of lecture, discussion, and exercises ensures your questions are answered and you come away with a working understanding of key issues and opportunities.
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As Principal at Raab Associates, Inc., Mr. Raab has been helping marketers to understand, find and deploy appropriate technologies since 1987. Clients have included major firms in retail, insurance, banking, media, telecommunications, hospitality, technology, and other industries. Typical projects include marketing process analysis, architecture planning, needs definition, and vendor selection. Mr. Raab also consults with industry vendors on product and business strategy.Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School. Prior to Raab Associates, he held senior marketing positions in the publishing and continuity industry.
The CDP Institute provides marketers and technologists with vendor-neutral information about customer data management and Customer Data Platforms. The Institute offers educational materials, industry newsletter, event calendar, best practice guides and templates, vendor directories, product comparisons, webinars, videos, training workshops, and presentations at industry events. Membership is free to individuals. See www.cdpinstitute.org for more information.