Customer Data Platform Features
We have to go back about ten years, to the first use of the term “ Customer Data Platform ”.
It was actually first used by David Raab, founder of the CDP Institute, who defined these solutions as " a software package that creates a unified and persistent customer database, accessible to other systems ."
It then took five years for this software classification to be consecrated by the martech industry thanks to Gartner, which defined CDP as “ a marketing system that unifies a company's customer data from marketing and other channels.”
Since then, the trend towards Customer Data Platforms has continued to grow . However, after an initial phase of real explosion, the market is now consolidating with a significant presence of large, more historical providers such as Adobe, SAP, Salesforce.
But what are the particularities of these platforms?
The definition reported by Gartner is certainly reductive: to fully understand the potential of these technological solutions, it is perhaps appropriate to focus on their acronym itself, which encompasses three philippines mobile database fundamental concepts.
Customer : the customer, that is, the one who plays an increasingly central and active role in the relationship with the brand;
Data: customer and user data, the new oil for effective marketing strategies capable of generating value;
Platform : i.e. the technological solution often in SaaS mode, intuitive and user-friendly.
A CDP could thus be defined as a technological solution that unifies a company’s customer data from multiple channels and sources (e.g. POS, Social, Website) in order to create complete, accurate and real-time updated user profiles .
Data collection, normalization and more: Many platforms have customer analytics services integrated with AI and machine learning for even more advanced profiling and predictive marketing activities .
From data collection to data activation to customer journey orchestration : the most modern CDPs integrate marketing automation, marketing personalization and omnichannel campaign management capabilities.