As the marketing world moves increasingly towards the need for greater first-party data solutions to power personalization and mitigate effects from third-party cookie deprecation, Customer Data Platforms (CDPs) are increasingly important. This, balanced with an increased need for data privacy and transparency over how customer data is used, make CDPs a critical part of a brand’s marketing technology infrastructure.

In this second edition of this best-selling installment in the series, Customer Data Platforms are explored and demystified, with over 50 additional pages of new content and insights, plus a guide to some of the leading platforms in the space. The Agile Brand Guide: Customer Data Platforms 2024 Edition by Greg Kihlström is now available in print as an ebook.

The book explores marketers’ need for a customer data platform, as well as the roles a CDP should play, the different types on the market, as well as how to evaluate and implement a platform once you have selected it. It features a foreword by Heidi Bullock, CMO at CDP provider Tealium. Additionally, thought leaders from some of the most prominent CDP providers lend their thoughts and expertise, including contributions from Lytics, ActionIQ, and Amperity.

Drawing on Kihlström’s experience working as an advisor to some of the world’s leading brands, and his ongoing conversations with leaders in the marketing technology industry as part of his award-winning podcast, The Agile Brand with Greg Kihlström, this guide to customer journey orchestration provides insights, ideas, and guidance for marketers of all experience levels as they work to successfully implement Customer Data Platforms in their organizations.

 The Agile Brand Guide: Customer Data Platforms 2024 Edition is available now in print and as an ebook from Amazon and directly from The Agile Brand website at: https://www.agilebrandguide.com

About Agile Brand Guides

The international best-selling book series providing marketing leaders and aspiring leaders an overview of key marketing concepts, platforms, and trends in three hours or less.

The current marketing technology landscape has thousands of platforms, with a continually growing set of feature sets, functionality, and potential. It is becoming increasingly difficult to determine how to approach marketing technology growth in the best and most relevant way.

Agile Brand Guides are created to help marketers evaluate, buy, and implement critical pieces of marketing technology infrastructure most effectively, and to understand the principles and concepts that support a successful digital strategy.

Previous Agile Brand Guides explore Generative AI, Customer Journey Orchestration (CJO), and the fundamentals of Agile Marketing.