Customer Data Platform

What is a Customer Data Platform (CDP)?

A customer data platform (CDP) is a software application that creates a persistent, unified customer database that is accessible to other systems. It collects customer data from multiple sources, including websites, apps, CRM systems, and marketing automation platforms, and then cleans, merges, and segments the data to create a single customer view. This unified view of the customer can then be used to personalize marketing campaigns, improve customer service, and create better customer experiences.

Key Features of a CDP

• Unified customer view: A CDP creates a single customer view by merging data from multiple sources, including first-party data (e.g., website visits, purchase history, CRM data) and third-party data (e.g., demographics, interests, social media data).
• Segmentation: A CDP allows you to segment your customers based on any combination of their data, so you can create more targeted and personalized marketing campaigns.
• Personalization: A CDP can be used to personalize marketing campaigns across all channels, including email, website, and social media.
• Customer journey orchestration: A CDP can be used to orchestrate the customer journey across all touchpoints, so you can provide a consistent and seamless customer experience.

Benefits of Using a CDP

There are many benefits to using a CDP, including:

• Improved customer experience: A CDP allows you to create a more personalized and consistent customer experience across all channels.
• Increased sales and marketing ROI: A CDP can help you increase sales and marketing ROI by improving the effectiveness of your marketing campaigns.
• Reduced churn: A CDP can help you reduce churn by providing you with a deeper understanding of your customers and their needs.
• Improved customer service: A CDP can help you improve customer service by giving your customer service representatives a complete view of each customer.

Examples of How CDPs Can Be Used

Here are a few examples of how CDPs can be used:

• Personalized marketing campaigns: A CDP can be used to create personalized marketing campaigns across all channels, including email, website, and social media. For example, you could send a personalized email campaign to customers who have abandoned their shopping carts, or you could show personalized product recommendations to customers on your website.
• Customer journey orchestration: A CDP can be used to orchestrate the customer journey across all touchpoints, so you can provide a consistent and seamless customer experience. For example, you could automatically send a welcome email to new customers, or you could trigger a personalized email campaign when a customer abandons their shopping cart.
• Customer segmentation: A CDP can be used to segment your customers based on any combination of their data, so you can create more targeted and personalized marketing campaigns. For example, you could segment your customers based on their purchase history, demographics, or interests.
• Customer churn prediction: A CDP can be used to predict which customers are at risk of churning, so you can take steps to retain them. For example, you could send a personalized email campaign to customers who haven’t made a purchase in a while, or you could offer them a special discount.