What is the CDP fuss all about?
First of all...Why is there a need for a CDP?
In the year 2020, the average adult will own more than six smart devices (Gartner), making cross-device IDs and identity resolution – the ability to consolidate disparate sets of data into an individual profile – a critical need for marketing effectiveness.
We have now entered the era of data-driven, always-on marketing in which marketers need to be both present and relevant ‘in-the-moment,’ the so-called “micro-moments”. Google introduced the term in 2015. The hic et Nunc et ego behaviour that typifies micro-moments is a direct result of the increased use of smartphones. A customer is in a micro-moment when in an instant, he turns to a screen because he needs to learn something, discover something, do something or do nothing.