What is a Customer Data Platform (CDP)?
CDP stands for Customer Data Platform, which is a software platform that provides a unified overview of customer data across digital channels. It should not be confused with a CRM, where information is typically added manually.
Today, data flows across various platforms and silos on the internet. This makes it difficult to have a customer journey-driven omnichannel marketing strategy — because data is scattered across multiple platforms, tools, and more. And that is precisely what a Customer Data Platform solves.
A CDP is therefore an extremely effective tool — and for larger companies in particular, a must-have — for marketing, sales, and service departments.
How does a Customer Data Platform (CDP) work?
A Customer Data Platform works by connecting your desired data sources and/or pixels on your site to the software. In this way, the CDP software collects data from the various data sources into a single database, which can also be connected to other marketing systems — allowing you to use data about each individual customer across channels.
Why use a CDP?
There are several benefits to using a CDP. At a high level, a CDP improves your organisation and in particular your marketing and sales departments. Below you will find some of the primary benefits of using a CDP and why you should consider it.
3 good reasons to use a CDP
- Breaks down data silos and gives you a unified overview.
- You gain better insight into who your customers are and how they behave.
- Promotes customer journey-driven marketing.
All of which, all else being equal, should be reflected in a better ROI through better, more precise, and more effective marketing and sales.
In other words, a Customer Data Platform helps you take your marketing to the next level!
Which Customer Data Platforms are available?
As with any other software, there is a wide range of CDP providers. Among the most popular with our clients are the following:
It is all about choosing the one that is right for your needs in terms of functionality, price, and more.
TIP!
See G2's collection of the best user-reviewed Customer Data Platforms for small businesses here.
Read more about what to consider when implementing a CDP here
Would you like personal advice and sparring on customer journey-driven marketing, CDPs, and data? Call us on 30 12 42 72 and have a no-obligation conversation about how we can help your business.
