November 19, 2020

Forbes: Council Post: Marketers: Your Tech Stack Is Hollow

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https://www.forbes.com/sites/forbestechcouncil/2020/11/17/marketers-your-tech-stack-is-hollow/?sh=22595d574ddb

Council Post: Marketers: Your Tech Stack Is Hollow

2020-11-17 00:00:00, Vijay Chittoor, Forbes

Content Categorization
/Business & Industrial/Business Services

Word Count:
1063

Words/Sentence:
20

Reading Time:
7.09 min

Reading Quality:
Adept

Readability:
13th to 15th

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Luckily, there's a new solution to fix that: a customer data platform (CDP) that acts as a smart hub, which centralized customer experience decisioning across channels based on a unified customer understanding.

Beyond the core components, look for a smart hub CDP vendor that can be a strategic partner and can help guide you in shifting from channel-centric to customer-centric engagement that marketing's role now demands.

However, marketers are finding that their customer engagement initiatives are perpetually falling flat because their tech stacks are ill-equipped to keep pace with the drastic shifts in customer behavior over recent years.

A smart hub serves to unite disconnected stacks around a shared, real-time customer understanding and provides a single point of control from which to base customer engagement decisions and guide execution across channels.

Marketers will never meet customers' rising expectations or turn customer experience into their competitive advantage until they have a connected customer core powering their tech stacks.

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