A Customer Data Platform has the potential to revolutionize your business by ingesting data from each one of your marketing platforms, unifying it to create a single source of truth for customer data, then using that information to power marketing campaigns for better prediction, targeting and personalization. But the decision to build or buy a CDP isn’t one that any company should take lightly, as it will have repercussions throughout your brand for months, or even years, to come. It will affect the setup time before you can start benefiting from your new technology, it will affect the costs you’ll need to factor into the budget, and it will have lasting impact on your ability to compete in what, at the moment, is a very turbulent and uncertain market.