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Accessing a CDP (Customer Data Platform) is a must if an organization is serious about individualized targeting and personalization.
Modern marketing is about “gently nudging customers towards product and services that may interest them,” not about “bluntly pushing products and services that marketers want to sell.” That means, the first step towards intelligent targeting and personalization is getting to know your customers. Without figuring out “what they are about,” how would you pamper them properly?
The key word in CDP is indeed “customer,” as personalization is not about product, channel, brand or department, but the person.