Customer Data Platform
CDPs collect and integrate real-time data from all customer interactions, helping you to understand your customers, predict their behavior, automate your digital communications, and activate insights with ease.
Characteristics of a CDP
- ✓Focused on customer data
- ✓Gives marketing access and control
- ✓Collects any type of data, structured and unstructured
- ✓Integrates online and offline information to create complete customer profiles
- ✓Exports data easily to marketing systems and platforms, speeding up campaign activation
Information in your hands
Power your business with consolidated and updated customer information.
ecommerce
physical stores
Other Data Sources
profit more from your customers
marketing
business intelligence (BI)
Platform Comparison
They CDP offer an alternative approach to building a unified customer base, delivering control never before seen by marketing specialists.
CDP
Customer Data
Platform
DMP
Data Management
Platform
CRM
Customer Relationship Management
dw
Data
Warehouse
cm
Campaign
Management
MC
Cloud Marketing
DATA INTEGRITY
►
●●
○○
●○
●○
●○
○○
Data transparency and granularity at the individual level
Person-level profiles for identified and anonymous clients
High level of certainty
Person-level profiles based on all client attributes and behaviors
Segments based on cookie data
Client level records based on identified data only
Client level records based on identified data only
Person-level records, identified based on email only
Segment level only
▲
MARKETING CONTROL
►
●●
●●
○○
○○
●○
●○
Control and flexibility over data collection, segmentation and activation
Integration without the need for IT or development resources
Marketing has complete control over data access, as well as integrations with other platforms
Marketing has complete
control over
data access, as well as
integrations with
other platforms
Marketing has minimal
access to
data, with no control
over
integrations with
other platforms
Marketing has no
access to data, nor
control over
integrations with
other platforms
Marketing has
complete control
over
data access, but lacks
control over
integration with other
platforms
Marketing has
complete control
over
data access, but lacks
control over
integration with other
platforms
▲
DATA ACCESSIBILITY
►
●●
●○
●○
○○
●○
○○
Inbound and outbound data integrations with any external source or platform
Integration of identified and anonymous customer data
Integration with any external marketing platform that delivers or accepts cookie or audience-identifying data
Integration with any external marketing platform that delivers or accepts only cookie data
Integration with any external marketing platform that delivers or accepts only cookie data
Does not easily integrate with external marketing platforms
Integration with any external marketing platform that delivers or accepts only cookie data
Does not easily integrate with external marketing platforms
▲
Create a virtuous data cycle
Use your customer data to efficiently reach new audiences who are likely interested in your brand.
Collect data on new customers and campaigns, getting more and more accuracy and insight to reach your customers.
