Today, customers interact with brands over an increasingly large digital and offline footprint, generating a wealth of interaction data known as behavioral data. As a result, marketers and customer experience teams must work with multiple overlapping tools to engage and target those customers across touchpoints. This increases complexity, creates multiple views of each customer, and makes it more challenging to provide an individual experience with relevant content, messaging, and product suggestions to each customer. In response, marketing teams use customer data platforms (CDPs) and cross-channel campaign management tools (CCCMs) to simplify the process of consolidating multiple views of their customers. These technologies provide non-technical users with an accelerated path to enable cross-channel targeting, engagement, and personalization, while reducing marketing teams’ dependency on technical teams and specialist skills to engage with customers.
Despite this, marketers find themselves with blind spots in customer activity when these technologies aren’t integrated with systems from

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