Are Customer Data Platforms (CDPs) worth the investment? What are the business outcomes CDPs deliver? What is the Return on Investment (ROI)? These are the questions Marketing leaders must ask to prove the value of a CDP as an investment, just like a new product, new store, new capital equipment. And to do that, we need a business case. Like all business cases, our CDP business case should:

• Plan for the tangible, measurable, business benefits a CDP will deliver
• Demonstrate incremental value (that wouldn’t be there without the CDP)
• Deliver long-term profit while delivering a short-term payback 
• Align with business strategies and integrate into the existing MarTech stack