The marketing industry often uses the terms omnichannel marketing and multi-channel marketing interchangeably. However, there are key differences between the two, which can fundamentally impact the way you build your marketing technology tool-set to complement an omnichannel or multi-channel personalization strategy.

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.

Confused about Customer Data Platforms (CDP) and how they can benefit your marketing strategies and campaigns? Well, you’re not alone! A new Winterberry Group report holds the answers you need. It clarifies what should be regarded as the core capabilities of a CDP, which capabilities are ‘nice to have’, and what strengths are exhibited by various categories of the technology. It also gives an overview of the market and where it’s headed.

Learn more about what defines a CDP in the extract below, or download the full report here.

According to Winterberry Group’s analysis, the capabilities of BlueVenn’s CDP are industry leading; report provides clarity as to what core capabilities a CDP should have and how they deliver best value to marketers

Although it faces some competition from the Scott Brinker Supergraphic, Gartner’s ‘Hype Cycle for Digital Marketing and Advertising’ is arguably the most awaited martech and adtech market visualization of the year. While the Supergraphic is one dimensional and doesn’t really say a lot about a product’s journey, the Hype Cycle plots the reality versus the myth of every technology wave.

Gartner is able, through its global presence and position of authority, to accurately measure the technology talking points of the moment (CDP, DMP, machine learning, etc.) and provide estimated timelines for these innovations to reach the stage where customers will start to see their maximum value. Similarly, the Hype Cycle will alert the market to anything that has hyped too far and predict its obseletion, i.e. that it will cease to be talked about and developed, before it reaches maturity.