The best new technologies are the practical ones. When there are real and tangible use cases from the start, you will see the kind of growth we've seen with customer data platforms in the last year. Vendors saw tremendous growth in 2017, with industry analyst Martin Kihn noting in a podcast linked below that in the "first two months of this year we probably had ten times more questions than we had all of last year."
There is something within CDPs for every marketer. You can't get much more practical than enriching, combining and activating customer data, especially data you already have. As shown in Scott Brinker's 2018 marketing technology landscape, there are already dozens of vendors out there classified as a customer data platform. Approaches taken by vendors to this point vary wildly, though, which has resulted in a field of platforms that are dissimilar. When you add capability and pricing differences to the mix, heads start spinning. Rightfully so. Here are three things you can do over the next week or so to start getting more comfortable.
Trick #1: Podcast it up
If you are evaluating customer data platforms, or starting to research them, get ready to do whatever it is you do while you listen to podcasts.