By karenmason, ensighten, ensighten.com

Last month, Gartner Research introduced a new industry category into its latest “hype cycle” for digital marketing: the customer data platform (CDP), coined in 2013.

“A customer data platform (CDP) is an integrated customer database managed by marketers that unifies a company’s customer data from marketing, sales and service channels to enable customer modeling and drive customer experience,” according to Gartner’s Hype Cycle for Digital Marketing and Advertising, 2016, which was released on July 15.

According to Gartner, “the customer data platform addresses an acute need for modern marketers, who, tasked with revenue accountability and customer experience, are …

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