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To Use or Not to Use? A Framework for Critically Assessing the Incremental Net Value of a Customer Data Platform.

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Title: To Use or Not to Use? A Framework for Critically Assessing the Incremental Net Value of a Customer Data Platform.
Authors: Kaufmann, Philipp1 philipp.kaufmann@unisg.ch, Bleeker, Malte2 malte.bleeker@unisg.ch, Hausmann, Maximilian3 maximilian.hausmann@rewe-group.com
Source: Marketing Review St. Gallen. 2026, Issue 4, p76-84. 9p.
Database: Business Source Ultimate
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      – Code: eng
        Text: English
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        PageCount: 9
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      – TitleFull: To Use or Not to Use? A Framework for Critically Assessing the Incremental Net Value of a Customer Data Platform.
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              Text: 2026
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