2024 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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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