How enterprise-grade CDPs are enhancing data processes and improving customer experiences
The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies.
As brands expand across channels and platforms, many need help to effectively ingest, analyze and activate their customer data.
Enterprise-level brands have historically relied on customer relationship management platforms to handle these data processes. However, many marketers find these tools less than ideal when working with big data. An environment of virtually endless touchpoints is encouraging marketers to embrace new data solutions to ensure they’re drawing insights that fuel audience connections.
“Typically, a CRM can’t support these [processes],” Kihn said. “It’s not on a public cloud; it’s mostly on private data centers. And you can’t often support new data models. However, CDPs can do all of these things.”.
Despite not having a customer data platform solution until 2018, Salesforce is investing heavily in this technology to meet the needs of enterprise brands looking beyond CRM tools to manage vast quantities of customer data. The company is also helping marketing teams reconcile identities and digest first-party data as they scramble to plan for the upcoming deprecation of third-party cookies.
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