Yesterday, we took a trip around the web to consider how CDP are being defined. Fortunately we don’t need a common definition for customer data platforms to try answering the #1 question about them, which is...
What can a customer data platform do for me?
A customer data platform should facilitate the use of first-party data in ways that other systems simply can not, whether organizations
- are just getting started with an initial first-party data program, or
- have marketing/data/analytics teams who have been working on coordinated cross-channel campaigns based on customer data for years,
- or just about anything in between.
Customer data platforms are enabling marketing teams to utilize first-party data in their communications and orchestrate best-case paths to conversion. For those just getting started with a first-party data program, a CDP should immediately produce. When you shine a light in the darkness, you notice it quite a bit more than you do in the daylight. With the right level of attention, a good customer data platform will quickly facilitate the use of customer data in channels you are already in, providing great opportunity in areas customer data are not being used for individual-level experiences.