Customer Data
Platform

Definition

A Customer Data Platform (CDP) is software that brings together data from different sources to create a unified, holistic view of each individual customer. These platforms are designed to collect, store, and organize data from different channels such as websites, social media, email marketing, CRM systems, and other digital touchpoints. The main goal of a CDP is to create a central, accessible, and trustworthy source of customer information that is updated in real-time.

Outstanding benefits:

• Standardized customer view
• Improved personalization
• More efficient marketing campaigns
• Data-based decisions
• Meeting data protection requirements

Please also read our blog article: Approaching customers digitally with the Customer Data Platform (CDP)

Main features
of a CDP

• Data integration: CDPs collect and consolidate data from various sources to create a comprehensive database. This includes both structured and unstructured data, which can be in different formats.
• Data enrichment and cleansing: CDPs cleanse the collected data to remove duplicates and fill data gaps. They can also add additional information to create a more complete customer profile.
• Data analysis and segmentation: With a CDP, companies can analyze their customer data to gain valuable insights and divide customers into specific segments. This enables more targeted and personalized marketing campaigns.
• Personalization and automation: CDPs support the automation of marketing processes and the personalization of customer interactions. This can be achieved through integration with other marketing tools and platforms.
• Data security and compliance: CDPs ensure that all data collected is stored securely and handled in accordance with applicable data protection laws.

Our approach

Implementation of a CDP

Implementing a CDP requires careful planning and a clear strategy. Here are some steps we recommend companies take when introducing a CDP. Of course, you are welcome to contact us for assistance:

1. Define goals: Companies should define clear goals and expectations for the CDP. This may include improving data quality, personalizing marketing measures, or complying with data protection requirements.
2. Identify data sources: All relevant data sources must be identified and integrated into the CDP. This can include internal systems, external data providers and various digital channels.
3. Data cleansing and enrichment: The collected data must be cleansed and enriched to ensure high data quality. This may require the use of algorithms for duplicate detection and removal as well as data enrichment.
4. Segmentation and analysis: The CDP should be able to divide customers into different segments and carry out detailed analyses. This enables a targeted approach and personalization.
5. Integration and automation: The CDP must be integrated into existing marketing and sales systems to enable seamless automation of processes.
6. Data protection and security: The CDP must ensure that all data collected is stored and handled in accordance with applicable data protection laws.