Innovative technologies like generative AI and spatial computing are already changing how we access and use information. Social media platforms are always changing, so are user behaviour and preferences. An average user in the digital marketing landscape is experiencing a wide range of digital experiences. All this and more has made user journeys complex, and the data associated with those journeys more fragmented with high levels of obsolescence. This is a nightmare for marketers. A Customer Data Platform or CDP can bring a set of capabilities that can help bring the siloed data together, make sense out of it, and engage with customers and prospects in a cohesive manner.(((((