A CDP can unify fragmented data, orchestrate personalised experiences, and generate actionable insights. But like a tightrope act without a safety net, it only works when the right foundation is in place, the people, processes, and data that make the whole show run smoothly.

Too many CDP rollouts start with “let’s integrate everything,” instead of “let’s integrate what matters.” The result? Frankenstein stacks, overwhelmed marketers, and AI models trying to read tea leaves made of glitter.