A customer data platform (CDP) can have a transformative impact on your marketing – and your business. It gives marketers a 360-degree view of their customers that can help drive smarter marketing and business decisions in real time.

But once the decision to implement a CDP has been made, another dilemma frequently arises: Should you attempt to build your own CDP by extending the features of systems you already have? Or would purchasing a pre-built solution make more sense?

This e-book outlines an organized process to help you decide which approach is best for your organization – and then how to get started.

What's covered:

• The questions that most commonly arise during build-or-buy discussions 

• The potential costs and benefits of each approach 

• What you need to look for in a customer data solution