For B2C marketers, customer data platforms overpromise and underdeliver

Enterprise B2C marketers face the convoluted task of wrangling myriad customer data to deliver customer-centric, contextually relevant engagement. 

Amid this challenge, customer data platforms (CDPs) offer an alluring sales pitch of centralizing disparate data and simplifying complex orchestration processes. But for many enterprise B2C marketers, CDPs are a Band-Aid solution on a much larger challenge.

This report, produced by Forrester, provides a close look at CDPs' capabilities and shortcomings and guides B2C marketers through the CDP marketplace.

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