Executive Summary

Key takeaways from this market guide on CDPs: 
• To achieve business objectives, organizations must create authentic customer experiences at scale. 
• Industry analysts regard CDPs as the solution to scaling authentic customer experiences since they provide a 360-degree view of customers, rich analytic insights, and omnichannel experience orchestration. 
• Most systems marketed as CDPs are originally built for different purposes and are only suitable for use by technical professionals. 
• The democratization of data across business teams—including becoming largely independent from IT assistance—is regarded as a key enabler of achieving customer centricity.

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