Why you need a ‘Customer Data Platform’ CDP vs CRM, DMP, and Dear Deidre with Neil Procter

CDP (Customer Data Platform) is a relatively new term, which Salesforce have started talking about alongside ‘Customer 360’. Hive has been on the CDP journey for a year, so this talk will review the need for a CDP, and explore how Hive is using this technology to drive personalised customer engagement through mobile, web, Salesforce and email (marketing cloud). This includes the challenges of bringing IOT data into a CDP to drive personalisation based on how individual customers are using their Hive products.

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