Customer Data Platforms (CDP)

consolidate and integrate customer data from multiple sources into a single, comprehensive database, enabling a unified, 360-degree view of the customer for personalized marketing strategies.

A Customer Data Platform (CDP) is a MarTech category tool designed to create a unified customer database by integrating data from various MarTech platforms and databases. Essential components qualifying a MarTech as a CDP include:

• Business User Configurability: Marketers, or “Business Users,” can configure the system without needing technical expertise.
• Data Connectivity: Initially set up by data experts, then managed by Business Users for marketing activities.
• 1st Party Data Integration: Centralizes key data such as CRM purchase information, website demographic data, and web/mobile analytics.
• 3rd Party Data Connectivity: Integrates with external data sources like ad audience data from brokers and event information from marketing automation systems.
• PII Linkage: Combines Personally Identifiable Information from multiple sources like websites, POS, and mobile apps.
• Other MarTech Integrations: Allows tools like Data Visualization software to connect and extract data for insights.
• Advanced Data Tag Management: Manages events or attributions through sophisticated tag management.
• Data Warehouse Connections: Integrates with various data warehouses.

Ideation to Personalize Campaign by CDP Segmentations

1. Demographics: Population characteristics.
2. Geo-Location: Geographic positioning.
3. Channels Preference: Preferred mediums for purchasing.
4. Promotion Sensitive: Attracted by discounts or coupons.
5. Purchase Category: Latest type of products bought.
6. Member Status: Registered but yet to purchase.
7. Campaign Preference: Identifies effective campaigns.
8. High Value Customer: Highest purchase totals over a period.
9. Abandon Cart: Who eas added items to cart but did not complete purchase.

Here is the list of the interesting customer data platforms

Exponea
Emarsys
Optimove
Customerlabs.co
Segment + Personas
Radius Unify
Blueshift
Arm Treasure Data
Zeta Marketing Platform
Funnel
agilone
amperity
ascent360
evergage
mparticle
Scal-e
Tealiium
SessionM
UseInsider
ConnectX
Growth.AI