Opportunities & Solutions for Future Success
By Dalia Youssefi & Prabhpreet Sidhu, Mars UnitedSM Commerce
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Customer data platforms are becoming core components of best-in-class retail media networks — and they’re not as hard to implement as you might think.
Customer data platforms have become a vital tool for driving retailer success in two ways: they provide the necessary foundation for delivering seamless and personalized communication with customers, and they provide advertisers with the quality data required to develop effective retail media campaigns — as well as the confidence they need to comfortably invest in the first place.
Put more simply, CDPs are critical for building stronger relationships with both customers and advertisers. Yet many retailers are still reluctant to build one because of the perceived complexity involved, even though the benefits are now far outweighing the drawbacks.
The following report examines the importance of CDPs in driving success for retailers in general and retail media networks in particular. It also presents a plan for implementation. Its primary goal is to help retailers understand that implementation does not have to be a daunting task — and that the right partners can help you get started immediately.
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