CDPs: Why now?
Our new MarTech Intelligence report on choosing a CDP vendor elicits an inquiry into how this category emerged only recently, after years of hype about “a single view of the customer.”
For much of this century, marketing software vendors have promised “a single view of the customer” or “a single source of truth.”
So, why has the category of Customer Data Platforms (CDPs) just recently emerged?
In other words, there clearly has been an articulated desire to house all customer-related data in one place, and there certainly was technology to create a single database.
What’s different now?