As brands seek to improve the customer experience and embrace digital transformation, they need to evolve how they recognize and engage with today’s demanding consumers. And, while consumers expect marketers to demonstrate that they know them and understand their needs, traditional database approaches cannot handle the variety, volume, or speed of customer data.

In the past few years, Customer Data Platforms (CDPs) have emerged as a proposed solution to a long-existing challenge: wrangling customer data into a persistent, universal profile and making the data available for analysis and action.