DMA: Data and Marketing Association
Consumer Help

10 Key Principles for a Successful CDP Adoption


Customer Data Platform (CDP) interest and adoption has rapidly increased, and marketers can't help but be drawn to them by their promise and potential value. The marketplace has quickly become crowded and therefore confusing for buyers trying to evaluate and determined whether or not a CDP can help them. CDPs can provide significant value, but only if you apply them in the proper situations, and with a thoughtful approach to integrating into your overall martech stack.

Key takeaways:

  • Learn how to get started - figure out if a CDP is right for you, and how to evaluate your options
  • Get clarity on CDP core capabilities and how to best drive adoption within an organization
  • Understand how to best fit a CDP into a larger martech architecture



Craig Howard

Vice President, Technology, Chief Solution Architect

Craig leads Merkle’s solution architecture team. His team is responsible for delivery of CRM solutions for all practices as well as providing thought leadership, innovation, and architectural standards to enable solution deployments. During his time at Merkle, he has led technology CRM engagements for clients such as Samsung, DIRECTV, Marriott, The Cosmopolitan of Las Vegas, Citizens Bank, PNC Bank, Boehringer Ingelheim, and others. He has also led the Digital Technology Development Capability, a team that delivers solutions that enable marketing execution, analytics, and optimization for digital channels and media. Craig has 18 years of experience delivering multi-channel enterprise marketing systems. He has broad technology and industry experience, driving technical architecture solutions by providing technical expertise in strategy, design, and implementation. Craig holds a Bachelor of Science in Civil Engineering from the University of Illinois at Urbana-Champaign.

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