When It Comes to Picking a CDP, Consider the Use Case

Fri, 25 Apr 2025 00:00:00 -0400
Leading Edge

I talk to hundreds of brand leaders every year about their tech vendors, and customer data platforms (CDPs) are frequently mentioned. While nearly every marketer already uses a CDP or is considering using one, a surprising few are limiting themselves to the handful of vendors that made it into the most recent Magic Quadrant. The Gartner Quadrant lists 17 CDP vendors, however, Alium interviewees have identified 57.