MarTech features Greg Kihlström in article on CDPs

A recent article on “6 challenges businesses face when deploying CDPs” from Mike Pastore on MarTech features some thoughts from one of Greg Kihlström’s recent articles. Here is the excerpt from the article:

Many organizations have existing data capabilities that overlap with a CDP. Greg Kihlström, a MarTech contributor and Principal at The Agile Brand, emphasizes use case definition and clearly defined requirements are critical when considering a CDP. The investment may not be worthwhile without a clear understanding of how the CDP will address specific business needs and improve marketing performance or reduce costs.

You can read the full article here.