Guide

2021 Guide to Using Customer Data Across the Enterprise

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What's getting in the way of today's enterprise using data to serve their customers? And who is responsible for solving this?

Is it a marketing problem? An IT obstacle? An analytics challenge? Yes, yes, and yes. To unlock better customer experiences and better business results, brands need historically siloed teams to collaborate on the knottiest problems, from data management to data science to cross-channel activation and optimization.

When teams across the business operate off the same customer data that's easy to access and understand, it means better planning, smoother collaboration, and stronger results.

In this guide, you’ll learn about what it looks like for customer data to work across the enterprise, the challenges that can make this tricky, and the capabilities that make it possible:

  • Four blockers that make brands struggle to make good use of their customer data
  • Seven capabilities a CDP needs to overcome these obstacles and unlock the potential of customer data
  • Seven additional concerns for handling the scale and complexity of customer data at the enterprise level

Download the guide, and see the possibilities when customer data powers your whole organization.

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