According to Cisco there will be 3.6 networked devices per capita by 2023, up from 2 networked devices per capita in 2018.

Customers, and potential customers, are using all of these devices to interact with companies, expecting to be recognized no matter what device they’re using at any time. Meanwhile, customer data security and governance have become a growing concern.

Customer Data Platforms streamline the flow of this customer data throughout the martech stack, creating a single view of the customer. High expectations, and multiple customer touchpoints, make cross-device IDs critical for marketers and sales professionals to deliver a total customer experience. CDPs also make the data profiles freely available to other systems. 

For more on Customer Data Platforms, including more analysis of the category and profiles of 24 different vendors, download MarTech's "Customer Data Platforms: A Marketer’s Guide" today.

Sponsored by Tealium, Treasure Data, BlueConic, BlueVenn, Acxiom, Bloomreach, and Customer Link, a PwC Product