Customer Data Platform (CDP)
Customer Data Platforms (CDPs) is an application that unifies a company's customer data from marketing and other channels.
CDPs optimize the scheduling and targeting of messages, offers and customer loyalty measures and enable the analysis of individual customer behavior over time.
What is the goal of using a Customer Data Platform (CDP)?
The goal of a CDP is to create a comprehensive and up-to-date picture of every customer that combines all relevant data from various systems such as CRM, marketing automation, web analytics and e-commerce.
How does a CDP work?
- Data collection: The CDP collects data from various sources, such as CRM, website, email, social media, buying behavior, and offline interactions.
- Data unification: The collected data is standardized, cleaned, and deduplicated to create a consistent customer profile.
- Persistent data storage: The CDP stores customer data persistently, i.e. it remains even in the event of system changes or changes in the data source received.
- Segmentation and targeting: The CDP enables segmentation from customers according to various criteria and targeted targeting with personalized marketing campaigns.
- Analysis and optimization: The CDP provides functions for analyzing customer data and optimizing marketing campaigns. See data analysis
What are the benefits of a Customer Data Platform CDP?
- Improved customer understanding: Through a 360 degree profile of every customer the company gains a deeper understanding of customer needs and customer behavior.
- Personalized customer experience: CDP allows marketing campaigns, product offerings, and customer service interactions to be personalized.
- Increased marketing efficiency: Marketing efficiency can be significantly increased through targeted communication and optimized campaigns.
- Improved ROI: The investment in a CDP can quickly pay off through increased sales, reduced marketing costs and higher customer satisfaction.
What are the use cases for a CDP?
- Campaign management: Personalize email campaigns, social media ads, and other marketing activities.
- Customer loyalty: Fostering customer loyalty through individualized offers and discounts.
- Cross-selling and upselling: Recommendation of relevant products and services based on the customer's buying behavior.
- Customer segmentation: Identification of target groups with similar characteristics and interests.
- Customer analysis: Analyzing customer data to identify trends and improve marketing strategy.
CDP provider examples
Gartner rating for CDP 2024 https://www.gartner.com/reviews/market/customer-data-platforms
Some of the providers of the Gartner rating.
- Twilio Segment
- Treasure Data CDP
- Salesforce Data Cloud
- Blueshift
- BloomReach Engagement
- Adobe Real-Time CDP
- BlueConic
- Oracle Unity Customer Data Platform
- Epsilon Digital CDP
- Terminus Platform
- Convertlab Digital Marketing Hub
- ActionIQ CX Hub
- SAP Customer Data Platform
- BlueVenn (Legacy)
- Tealium Customer Data Hub
- Datastreams Platform
- rg1
- WebEngage
- Appier AIXON
- Zeta Marketing Platform
- Acquia CDP
More information about our services Data and system architecture, data organization and Data Governance.
Note: Our team benefited from the support of AI technologies while creating and maintaining this glossary.
A CDP is an important basis for the organization.
Thomas Borlik
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