This white paper by our friends over at HGS Digital aims to help you evaluate Customer Data Platform (CDP) vendors on various key areas. Investing in a CDP should be done with a long-term aim – various systems from which the data is imported and systems to which data is exported may change over time, but the CDP becomes the master repository of data and should be leveraged by the marketing organization for a very long time.
Through a well-defined evaluation process including vendor demos and proof of concept, you can aim to select a vendor that can meet all your business’s current as well as future needs. The next few sections help explain various aspects of the CDPs and the type of questions that you need to ask the vendors.
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