A customer data platform (CDP) solves the underlying problem by providing marketers witha unified view of first-party customer data and giving them the ability to activate that data for customer engagement.

The CDP capabilities within SAS Customer Intelligence 360 are designed to do this and much more. Marketers can use SAS to wrangle their disparate data into a unified customer profile that combines online and offline data. They can also enhance and extend customer data activation beyond the CDP to include analytically driven, real-time personalization and automated delivery. Both of these capabilities are critical components for the customer
experience (CX) of the future.