After capturing, unifying, and segmenting your customer data, you need to put it to work through activation. An enterprise CDP should not be limited to activating data on just a few channels. You need your CDP to activate data on the channels and surfaces your customers interact with you on — and you need that data to be made available in real time, at the speed of today’s customers.
Choosing a CDP that can activate data for email, SMS, and push campaigns is essential, along with data in programmatic media environments and seamless customer data sends to large social media advertising platforms and data to systems.
While selecting a CDP is a complex and important decision, if you cover these five categories in detail, you’ll be off to a good start on your evaluation.