6April 2019Copyright © 2019 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Contact UsPhone:510-972-5010Fax:510-894-8405 Emaileditor@martechoutlook.comsales@martechoutlook.commarketing@martechoutlook.com April - 2019, volume 05 - 02 Published by ValleyMedia, Inc. To subscribe to Marketing Tech OutlookVisit www.martechoutlook.com Managing EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Ankit Singh Joshua ParkerKhyati DubalShirley FaithVisualizerAR RamjithRich Gonsalvesrich@marketingtechoutlook.com*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffDebra MorganEditorialDebra MorganManaging Editordmorgan@marketingtechoutlook.comWith many customers oscillating between phones, tablets, game consoles, desktops and laptops, many marketers are desperate for a unified view of the customer. They seek an effective way to efficiently collect, manage, and use their first-party customer data. Customer data platforms CDPs not only provide a unified customer view, but can take in data from first-party, second-party, and third-party sources, as well as known personally identifiable information, offline and unstructured data. Unlike traditional CRM systems that are designed to enable management and analysis of a particular customer channel, CDPs bring data from across corporate channels. CDP was introduced as a reaction to the need for a foundational enterprise data platform to unify customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers. The platform helps forward-thinking marketers organize their data, enhance their audience segmentation and campaign planning, increase content engagement, streamline cross-channel marketing orchestration, and optimize analytics efforts. As the foundation of the emerging, digitally savvy marketing organizations, CDP not only provides a 360-degree view of customers but also actively engages with customers across the channels of their choice. It is important to remember that not all CDPs are alike; they need to be able to handle scale, security, and data variety because edge data is becoming a larger component of customer data. Previously, customer experience data arose from customer actions--such as clicks and purchases. Increasingly, customer experience data is now based on intelligence from sensor data, which enables enterprises to piece together customer intent through new connected device data points. With the right strategy and CDP solution, marketers can transform omnichannel complexity and uncertainty into competitive advantages and measurable results. To provide a deeper understanding of the developments taking place in the CDP arena, Marketing Tech Outlook is showcasing the cutting edge solution offered by the companies in this edition. This magazine also includes contributory articles from industry experts, which are bound to resonate with decision-makers.Do let us know your thoughts on this edition.The Rise of the Customer Data Platform Issac George
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