INTRODUCTION The vast majority of enterprise marketers rate unified customer data – often called a Single Customer View – as important for success. Many of those marketers are turning to Customer Data Platforms to build that unified view.* But CDPs dier greatly how they create the unified view and in what other features they provide. So the question for many marketers isn’t whether they need a CDP, but which CDP to pick. That choice ultimately comes down to finding a CDP with features that meet the marketer’s own requirements. / Whitepaper REPORT AUTHORED BY THE CDP INSTITUTE – Data Quality & Identity Management – Online and Oine Data – Reporting – Analytics & Machine Learning – Data Actionability Those requirements are determined by the nature of their business

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