A customer data platform (CDP) is a marketing technology that aggregates customer data from multiple sources and then makes it available to other applications. The article explains the technology in more detail and why businesses need it.
Customer Data Platform (CDP): Data Center for E-Commerce
It's no secret that online shopping has become increasingly popular in recent years. And perhaps after such purchases, you've noticed that the experience of interacting with the brand has improved, and russia phone number library recommendations have become more personalized. After several purchases, advertisements seem more relevant, recommendations on company websites are similar to what the customer has previously purchased, and communication with them has become more personal, even SMS newsletters seem to be written taking into account interests.
How do companies do this? They most likely use a customer data platform ( CDP ) to tailor their marketing to the customer.
What is CDP
CDP or customer data platform is a customer database that contains their personal data and history of interaction with the brand: purchases, website visits, reading newsletters , etc. From all the collected online and offline information, universal customer profiles are created with all the information necessary to improve the customer experience. Such profiles are used to build segmentations and analytics, send newsletters and analyze their effectiveness, as well as perform other marketing tasks.
According to the CDP Institute , the term stands for "packaged software that creates a persistent, unified customer database that is accessible to other systems."
Let's go through it point by point:
Packaged software: A CDP is software that is purchased from a vendor and controlled by business users, often in marketing. This is different from a data warehouse, which is typically created by a company's internal IT department.
Single Customer Database: A CDP collects data from multiple sources (both internal and external) and assigns customer information to a unique profile. The platform stores this information so that a business can track customer behavior over time.
Accessible to other systems: CDP is not a closed system. Data in CDP is accessible to other platforms for analysis and customer relationship management. Data can both enter and exit other platforms.