A Customer Data Platform, at the core, should be able to help you with three things.
It should be able to integrate into all your channels, tools, and platforms that will allow you to gather all your customer data in one place.
It should unify, analyze and use the customer data to create advanced audiences based on the data from all your channels, tools, and platforms.
Finally, it should give you the ability to activate your created audiences in your desired channels of communication.
Your Customer Data Platform must excel within all areas and should not be limited to one of them.
Unifying customer data across your channels is useless if you can’t activate it. However, activating your customer data won’t happen as intended if your tools and platforms don’t integrate well.