There has always been a page linked at the top of this site: "What is a CDP?"
There's other stuff there, but the provided definition is:
Customer data platforms are marketing technology that facilitate the use of entire-lifecycle customer data from multiple sources across multiple channels without vendor-based preference for the sources or channels.
Yuk. The points made in this definition are also strewn about within various blog posts on this site. Still, there is something missing, and so falling back on good old structure, here are 5 things about what a CDP is:
1. Good at unification (for you)
As varied as CDP definitions may be, all would agree that unification is part of the deal. Creating an individual profile. A 360 degree view. 1:1.
There are different levels of unification. Some customer data platforms do not feature any account-based unification of data, for example. Even when there may be ABM-related features, sharing account-level data across profiles may not be as easy as it seems.
There are also different levels of unification needs. Some organizations are online-only and don't really attempt to identify their visitors. Some are club-like and won't allow a customer in the door without an identity.
It's important that the selected CDP unifies customer data by resolving/mapping customer identifiers through a scheme that works within your organizations data strategy.
2. Good at collection (for you)
Unification is not only about data that are already out there, being collected. It is also about adding value to these unified profiles by finding new data to collect. Not selling internet-connected coffee makers? IoT collection might not be necessary. Have no web data, or is data locked in a silo (free GA)? Solid web collection is absolutely necessary. Continue reading