2025 Guide to Using Customer Data Across the Enterprise
Turn customer data into every team's secret weapon
Unlocking better business results through customer data isn't limited to any one team:
Marketers use customer data to personalize campaigns.
Analysts explore it to find the most valuable customer segments.
IT manages it to make sure it's flowing in and out smoothly.
Service references it to offer seamless interactions. Finance assesses it for forecasting.
The C-suite reads it as a measure of company health.
But to activate the potential of customer data across the enterprise, it needs to be accurate, trustworthy, and accessible to the people that need it in the format that works for them. When teams across the business break out of their silos and operate from the same customer data, it means better planning, smoother collaboration, and stronger outcomes.
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Topics covered in this guide
Key capabilities
What a CDP needs to do in order to unlock the full potential of customer data.
Pitfalls to avoid
Four blockers that keep brands from making good use of their customer data.
Planning for scale
Key considerations for handling customer data at enterprise scale and complexity.
Best practices
How high performers use customer data to power the whole enterprise.