{"id":20468,"date":"2022-12-02T09:58:17","date_gmt":"2022-12-02T09:58:17","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/02\/is-a-cdp-a-line-item-in-your-2023-marketing-budget\/"},"modified":"2022-12-02T09:58:17","modified_gmt":"2022-12-02T09:58:17","slug":"is-a-cdp-a-line-item-in-your-2023-marketing-budget","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/02\/is-a-cdp-a-line-item-in-your-2023-marketing-budget\/","title":{"rendered":"Is a CDP a Line Item in Your 2023 Marketing Budget?"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<nav class=\"nav__social--content\">&#13;<br \/>\n    <span>Share:<\/span>&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.digitaldoughnut.com\/articles\/2022\/november-2022\/is-a-cdp-a-line-item-in-your-2023-marketing-budget&amp;title=Is a CDP a Line Item in Your 2023 Marketing Budget?&amp;summary=2022 has seen an astonishing shift in the ever-thriving marketing technology area. Marketing departments globally have long struggled with data availability for timely actions, such as real time personalisation, campaign execution, customer service or case management.\" class=\"social__icon social__icon--facebook sharelink--facebook\" rel=\"noopener\">&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/twitter.com\/home?status=https:\/\/www.digitaldoughnut.com\/articles\/2022\/november-2022\/is-a-cdp-a-line-item-in-your-2023-marketing-budget&amp;title=Is a CDP a Line Item in Your 2023 Marketing Budget?&amp;summary=2022 has seen an astonishing shift in the ever-thriving marketing technology area. Marketing departments globally have long struggled with data availability for timely actions, such as real time personalisation, campaign execution, customer service or case management.\" class=\"social__icon social__icon--twitter sharelink--twitter\" rel=\"noopener\">&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&amp;url=https:\/\/www.digitaldoughnut.com\/articles\/2022\/november-2022\/is-a-cdp-a-line-item-in-your-2023-marketing-budget&amp;title=Is a CDP a Line Item in Your 2023 Marketing Budget?&amp;summary=2022 has seen an astonishing shift in the ever-thriving marketing technology area. Marketing departments globally have long struggled with data availability for timely actions, such as real time personalisation, campaign execution, customer service or case management.\" class=\"social__icon social__icon--linkedin sharelink--linkedin\" rel=\"noopener\">&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/plus.google.com\/share?url=https:\/\/www.digitaldoughnut.com\/articles\/2022\/november-2022\/is-a-cdp-a-line-item-in-your-2023-marketing-budget&amp;title=Is a CDP a Line Item in Your 2023 Marketing Budget?&amp;summary=2022 has seen an astonishing shift in the ever-thriving marketing technology area. Marketing departments globally have long struggled with data availability for timely actions, such as real time personalisation, campaign execution, customer service or case management.\" class=\"social__icon social__icon--googleplus sharelink--googleplus\" rel=\"noopener\">&#13;<br \/>\n<\/nav>\n<p class=\"blurb\">2022 has seen an astonishing shift in the ever-thriving marketing technology area. Marketing departments globally have long struggled with data availability for timely actions, such as real time personalisation, campaign execution, customer service or case management. <\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.digitaldoughnut.com\/CMSPages\/GetFile.aspx?guid=46d12957-0ba8-40a9-b9b7-6fc7b69c1e62&amp;maxsidesize=734\"\/><\/p>\n<p>Despite it being a problem almost as old as marketing data itself, the siloed nature of data is a problem that is here to stay.<\/p>\n<p>In an ideal world sorting out data silos would be deemed essential to beating your competitors when it comes to customer share of wallet but we\u2019re not quite there yet.<\/p>\n<p>Because of this, marketers have found themselves making compromise after compromise with what little they can obtain from internal and external data sources, ranging from data warehouses, ecommerce platforms, social media, CRM solutions and a host of other sources.<\/p>\n<p>I\u2019ve often talked about\u00a0<a href=\"https:\/\/www.purplesquareconsulting.com\/whats-the-state-of-your-martechnical-debt\/\" rel=\"nofollow noopener\" target=\"_blank\">MarTechnical Debt<\/a>, whereby marketing decision makers have made software (and sometimes hardware) decisions with the absolute best of intentions, that have not exactly stood the test of time.<\/p>\n<p>In many cases, those who made the decisions that marketers are living with the fallout from, are not even in the business anymore.<\/p>\n<h3>Why are CDPs the Answer?<\/h3>\n<p><a href=\"https:\/\/www.purplesquareconsulting.com\/the-rise-of-customer-data-platforms-cdps\/\" rel=\"nofollow noopener\" target=\"_blank\">The CDP (Customer Data Platform)<\/a>\u00a0therefore represents a step change for the modern marketer, a quantum leap forwards in data accessibility, actionability and privacy management, leading to a hugely improved understanding of who your customer really is, what drives and motivates them, and just as importantly, what they find annoying, or a turn-off when it comes to interacting with your brand.<\/p>\n<p>The utopian promise of data unification the CDPs bring is in itself nothing new. I distinctly remember working on such projects in the early 2000s but the key to unlocking this potential without a multi-million-pound IT budget is in the three-stage process that most CDPs follow:<\/p>\n<ol>&#13;<\/p>\n<li><a href=\"https:\/\/resources.digitaldoughnut.com\/partner\/purple-square\/real-time-marketing-1071?utm_source=01-12-2022&amp;utm_medium=Article&amp;utm_campaign=PurpleSquare\" target=\"_blank\" rel=\"nofollow noopener\">Real time consumption of marketing<\/a> data from hundreds of concurrent data sources, and effective identify resolution to combine them<\/li>\n<p>&#13;<\/p>\n<li>Analysis of data, ranging from segmentation to<a href=\"https:\/\/www.purplesquareconsulting.com\/is-machine-learning-here-to-stay\/\" rel=\"nofollow noopener\" target=\"_blank\">\u00a0machine learning<\/a><\/li>\n<p>&#13;<\/p>\n<li>Taking action to increase your customer engagement (and therefore revenue), and reduce your churn<\/li>\n<p>&#13;\n<\/ol>\n<p>CDPs are here to stay, I\u2019m glad to say.<\/p>\n<p>They solve a critical problem of data availability that too many marketers have learned to live with, that drastically limits their ability to beat out the competition to share of wallet, consumes time that they would otherwise spend innovating, and lets them see the opportunities they didn\u2019t even know they were missing to do right by their customers.<\/p>\n<p>In fact, if I had a pound for every time I\u2019d been asked about CDP while in meetings with clients and prospects this year, I wouldn\u2019t be writing thought leadership on the subject!<\/p>\n<\/p><\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.digitaldoughnut.com\/articles\/2022\/november-2022\/is-a-cdp-a-line-item-in-your-2023-marketing-budget?feed=Articles-Digital-Doughnut\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#13; Share:&#13; &#13; &#13; &#13; &#13; 2022 has seen an astonishing shift in the ever-thriving marketing technology area. Marketing departments globally have long struggled with&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-20468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is a CDP a Line Item in Your 2023 Marketing Budget? - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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