What are CDPs?

Posted in Cloud for Marketing
Jennifer Killian • February 4, 2020

A CDP (Customer Data Platform) is a platform that unifies a company’s customer data from multiple sources including CRM, transactions and marketing sources for more targeted and engaging communication with your existing and potential customers.

CDP

To qualify as a CDP, the platform must have: 

Identity resolution

The ability to consolidate data at a personal level from different sources to create a unified view of customers, including personally identifiable information such as email, device ID’s and other demographic information. 

CDP Data Centralisation 

The ability to ingest first-party customer data from multiple sources in real-time. 

Scalable architecture

Customer Data Platforms need infinitely scalable storage and compute capabilities, a CDP must be able to store large amounts of data that will persist for the duration of a client lifetime with business. 

Non-technical Interface

CDP must feature a marketer-friendly, web-based interface that enables data collection, profile unification, segmentation and activation*.

Audience Segmentation

CDPs must contain at a minimum the ability to surface, create and manage rule-based audiences. More advanced CDP platforms should include ML and AI capabilities for more advanced audience segmentation such as propensity, churn and lifetime value models

CDP Activation

They must have the ability to schedule and send audience segments (matched to the destination required schema) into execution platforms to ensure the relevance of the Audience and the ability to execute against it.

Related News

Automate marketing tasks easily with Wondaris' Zapier integration.

In 2023, the way to optimise Facebook Ads campaigns, measure the all-important ROI, and the way in which you’re able to collect and track 1st Party Data and 3rd Party Data is drastically changing.

April 20, 2023

Optimise Facebook Ads Campaigns With 1st Party Data 

In 2023, the way to optimise Facebook Ads campaigns, measure the all-important ROI, and the way in which you’re able to collect and track 1st Party Data and 3rd Party Data is drastically changing.

February 23, 2023

How to bring your 1st Party Data to Ads with Google Customer Match and Wondaris

When it comes to navigating Google Ads with new privacy, browser, and regulation changes, Google developed their Customer Match tool to help bridge the gap, enabling organisations to better leverage their 1st party data for advertising campaigns.

January 31, 2023
Sign Up To Our Newsletter

"(Required)" indicates required fields

Sign Up To Our Newsletter

"(Required)" indicates required fields

Menu
chevron-down linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram