From marketing's CDP to the enterprise CDH
The Customer Data Platform (CDP) was originally commissioned by, and built for, marketing departments to unify customer data from digital channels. The sole purpose of the platform was to optimize the timing and targeting of marketing campaigns.
Today, more and more enterprises realize that the value of a 360 Customer View goes far beyond marketing, to also answer the needs of customer service, compliance, sales, and product teams.
Enterprises understand the necessity for a Customer Data Hub that unifies customer journey data with customer transactions and master data, to support many different operational and analytical use cases.