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Author: David M. Raab is Founder and CEO of the Customer Data Platform Institute. He has many years’ experience as a marketing technology consultant and industry analyst. Visit www.cdpinstitute.org for more information.
Complete accurate customer profiles are the lifeblood of your MarTech system. Many companies purchase Customer Data Platform software to assemble these profiles, while other companies build them with tools designed for other purposes or with systems they’ve created on their own.
Regardless of which path you choose, creating and deploying profiles, requires the same set of tasks. These are links in a chain: if any link is missing, the chain cannot serve its intended purpose. So, it’s essential to have them all.