STUDY OF THE MODERN "CUSTOMER DATA PLATFORM" A customer data platform is a type of packaged software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. This structured data is then made available to other marketing systems. According to Gartner, customer data platforms have evolved from a variety of mature markets, "including multichannel campaign management, tag management and data integration." The CDP market is currently a $300 million industry and projected to reach $1 billion by 2019. Capabilities In addition, some CDPs provide additional functions such as marketing performance measurement analytics, predictive modeling, and content marketing Commonalities across CDPs: marketer-managed; unified, persistent, single database for customer behavioral, profile and other data, from any internal or external source; consi
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