Using CDPs for event tracking in B2C marketing presents several significant challenges. One primary hurdle is managing the immense volume and velocity of event data generated from countless customer interactions across diverse channels, which demands robust infrastructure and processing capabilities. Another key difficulty lies in accurate identity resolution, stitching together fragmented user journeys from anonymous website visits to known customer profiles, often across different devices and platforms. Furthermore, navigating complex data privacy regulations and consent management (e.g., GDPR, CCPA) adds a layer of complexity, requiring careful handling of user permissions for data collection and usage. Ensuring real-time data activation and personalization based on these events is also challenging, as data must be processed and made actionable instantly to deliver timely, relevant customer experiences.