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Data is the foundation to a strong marketing program. Personalization, predictive modeling, dynamic content- all these keywords that we continue to hear are gathered around the same concept; using data to drive your decisions. While ESP’s are evolving and can handle more marketing automation than they have in the past, there is one critical piece they cannot do. ESP’s cannot give you a single view of your customer. To achieve this, you must have a central location where all data sources feed into. This is known as Customer Data Platform (CDP).