With stimulating keynotes, workshops and discussion rounds, the marketing-analytics summit offers a top-class exchange of knowledge in the areas of digital analytics and online marketing optimization. This year's conference will focus especially on the following topics: AI in marketing, customer analytics and personalization, marketing effectiveness and efficiency, as well as digital analytics, data  management and organizational structure. Offered in addition to an exchange of knowledge are comprehensive networking opportunities in an informal atmosphere. We look forward to your visit.

Lecture

Tuesday 19 November 2024, 1:30 pm 
‘The 5 biggest myths about CDP’

A CDP is often seen as a panacea in marketing, be it that it is seen as the central instance to consolidate all customer data and to solve the third-party cookie problem. In addition, it is supposed to map the customer holistically with all his profile data, replace campaign management with personalisation and finally, since it also functions as a single source of truth, be used company-wide so that it generates the most added value.

But does a CDP really solve all these challenges in practice? Or can it even become a problem itself if used incorrectly? In our presentation, we will explore these and similar questions and provide insights from our day-to-day project work on the correct use of a CDP.