WHAT DOES A CDP DO

In today's digital age, businesses are collecting more data than ever before. Data is being generated at an unprecedented rate, and businesses are struggling to manage and make sense of this data. This is where Customer Data Platforms (CDPs) come in. What does a CDP do? A CDP is a software platform that collects, stores, and analyzes customer data from various sources.

In this article, we will take a closer look at What a CDP Does, How it works, and How it can benefit businesses. We'll also discuss the key features of a Customer Data Platform (CDP) and the factors to consider when selecting one.

WHAT IS A CDP | HOW DOES A CDP WORK | BENEFITS OF USING A CDP | CDP vs CRM | CDP vs DMP | CDP vs OTHER CUSTOMER DATA MANAGEMENT SOLUTIONS | FACTORS TO CONSIDER WHEN SELECTING A CDP



WHAT IS A CDP?

A CDP is a Customer Data Platform that collects customer data from various sources, including CRM systems, website interactions, email marketing platforms, social media, and e-commerce platforms. It then stores this data in a centralized database, creating a single unified view of the customer.

A CDP is designed to integrate with multiple systems and provide a comprehensive view of customer behavior. The platform enables marketers to collect, unify, and activate customer data to enhance customer experience, drive engagement, and increase revenue.

HOW DOES A CDP WORK?

A CDP works by collecting customer data from various sources, cleaning and transforming the data, and storing it in a centralized database. The data collected by the CDP can include customer behavior, preferences, demographics, and interactions with the brand across various channels.

Customer Data Platforms (CDPs) use machine learning algorithms to analyze and segment customer data, enabling marketers to create personalized and relevant messaging for their audience. The data can also be enriched with additional information, such as demographic and behavioral data, to create a comprehensive profile of each customer providing insights into customer purchases, insights, interests and preferences.

This Unified Customer Profile can then be used to personalize marketing campaigns and provide a better customer experience. The platform provides a 360-degree view of the customer, allowing marketers to understand their preferences, behaviors, and needs.

BENEFITS OF USING A CDP

Unified Customer View:

One of the main benefits of using a CDP is that it provides a unified view of the customer across all touchpoints. This means that businesses can see how customers are interacting with their brand across different channels and devices.

Personalization:

CDPs can help businesses personalize their marketing campaigns by providing insights into customer behavior and preferences. This enables businesses to tailor their messaging and offers to individual customers, significantly enhancing the value offered to customers, and increasing the chances of conversion.

Omnichannel and Cross-channel Support:

CDPs support various channels, such as email, social media, and mobile, and integrations with hundreds of online Advertising Platforms, Marketplaces, and Ad and Media Networks, enabling marketers to create a consistent customer experience across all touchpoints and interactions.

Increased Efficiency:

CDPs automate the process of collecting, consolidating, and analyzing customer data. This saves marketers time and resources that can be used to develop more effective marketing strategies.

Improved Customer Experience:

By using a CDP to create a unified view of the customer, businesses can provide a better customer experience. They can understand customer needs and preferences and use this information to create personalized experiences that meet those needs, thereby adding value to customers.

Enhanced Data Security:

A CDP provides a centralized location for storing customer data, making it easier to secure and manage. This is especially important for businesses that are subject to data protection regulations.

Enhanced Data Governance: 

A CDP provides a centralized view of customer data that enables businesses to ensure compliance with data privacy regulations such as GDPR and CCPA. It also enables businesses to monitor and control access to sensitive customer information.

Improved Marketing ROI:

By using a CDP to personalize marketing campaigns and improve the customer experience, businesses can improve their ROI. They can increase customer retention and reduce customer churn, leading to increased revenue over time.

CDP vs CRM

While a CDP and a Customer Relationship Management (CRM) system both deal with customer data, they are not the same thing. A CRM system is designed to manage customer interactions and sales, while a CDP is designed to collect, store, and analyze customer data from multiple sources. A CDP provides a comprehensive view of the customer, while a CRM system focuses on managing customer relationships.

CDP vs DMP

A Data Management Platform (DMP) is another platform that deals with customer data. However, while a CDP is designed to create a unified view of the customer, a DMP is designed to segment audiences for targeted advertising. A DMP is focused on anonymous data and uses cookies to track website visitors. A CDP, on the other hand, is focused on known customers and collects data from various sources.

CDP vs OTHER CUSTOMER DATA MANAGEMENT SOLUTIONS

A CDP is often compared to other customer data management solutions such as Data Warehouses, Data Lakes, and other CRM systems. While each of these solutions has its own strengths and weaknesses, a CDP is unique in its ability to unify customer data from various sources - both online and offline,  and create a single unified customer profile that can be used by other systems such as advertising, data delivery and activation platforms, marketing automation and analytics tools. 

FACTORS TO CONSIDER WHEN SELECTING A CDP

Data Integration:

A CDP should be able to integrate with various data sources, such as CRM, social media, and website analytics tools.

Data Quality:

The platform should ensure that the data collected is accurate, complete, and up-to-date.

Machine Learning Capabilities:

The CDP should have robust machine learning algorithms that enable marketers to analyze and segment customer data effectively.

Customization and Scalability:

The platform should allow for customization, enabling marketers to tailor the platform to their specific needs.

BIRDS EYE BLUE - BIG DATA CUSTOMER DATA PLATFORM (CDP)

Omnichannel and Cross-Channel Support:

The CDP should support various channels, enabling marketers to create a consistent customer experience across all touchpoints. A CDP's goal is to meet customers where they are. Accordingly, the underlying technology is expected to support modeling, analytics, targeting and activations across channels such as email, social media, mobile devices, online and offline advertising platforms, online marketplaces, advertising networks, media networks, display and search networks. 

Data Management:

A CDP should be able to integrate with all your data sources and manage large volumes of data from various channels. A CDP should enable you to effectively segment and analyze the data across large volumes, and effectively act on the data to provide value to your business and customers alike.

 

WHAT DOES A CDP DO - SUMMARY

In Conclusion, a Customer Data Platform (CDP) is a powerful tool for businesses that want to collect, store, and analyze customer data from various sources. It provides a unified view of the customer and enables businesses to personalize their marketing campaigns and improve the customer experience.

By using a CDP, businesses can improve their ROI and increase customer retention. While a CDP and a CRM system both deal with customer data, they are not the same thing. Similarly, while a CDP and a DMP both deal with customer data, they serve different purposes, as explained above.

Ultimately, A CDP is an essential tool for modern marketers, enabling them to collect, consolidate, and activate customer data effectively. By using a CDP, marketers can create personalized and relevant experiences for their customers, increasing engagement, loyalty, and revenue.

 

Author:
Reshma Rodricks
Founder and CEO, Birds Eye Blue, Inc.