Customer Data Platforms

Unlocking the Power of Customer Data: A Guide to Customer Data Platforms

Do you have access to customer data but don’t quite know how to transition from having them to actually using them? Then a Customer Data Platform (CDP) could be the right solution for you. Find out what customer data platforms do and why they play a key role on the journey to digital success. 


Key CDP facts 

We are in the midst of a digital transformation that means one thing above all for businesses: It’s time to rethink the world and reinvent yourself as an organization – with all the new tools at your disposal. This multitude of new technologies presents managers with a considerable challenge. 

Where do I start? What tools do I need? How do I manage ever-increasing amounts of data? This is where we’d like to start today. Data is the oxygen of digital transformation, as it – digitalization approached from a holistic perspective – creates and evolves its very own ecosystems. A viable strategy for the use of data is the requirement for companies to meet the challenges of our time. The solution to bring order to your data jungle: a customer data platform (CDP). 


Why do we need CDPs? 

The underlying problem are so-called data silos. These data pools are created as a side effect of a decentralized organization and separate data storage within individual departments. It is the task of CDPs to consolidate these heterogeneous data from different sources and to make them usable for their respective applications. 

The overarching goal is to create a holistic customer experience and achieve successful data-driven marketing. After all, the correct handling of data promotes an understanding of customer behavior. And sustainable customer retention is one of the keys to long-term business growth. 


Definition: What is a CDP? 

A customer data platform is used to collect, consolidate and segment customer data from different sources. This creates a solid database from which short- to medium-term use cases (action scenarios) can be derived for marketing and other purposes. The advantage is that the CDP is accessible to other systems. This means that the data can be used to distribute personalized, user-relevant content on all digital channels. 

The prerequisite for this: The stored data has been obtained in compliance with data protection regulations and with the consent of the user, for example, via a cookie bar – the magic word, in this case, is consent management. 

What can CDPs do? 

Customer Data Platforms can have different focuses: 

1. Pure data management: data CDP 

Data from different sources and of different quality are consolidated into a uniform database (customer profiles). Systems in this category can already be used to extract and transfer data to third-party systems, for instance, to e-mail marketing tools. 

2. Segmentation & predictive modeling: analytics CDP 

Data segmentation is the preparation of the data for their actual application. By breaking down the data into relevant sub-segments, companies create their own insights and, depending on the provider, can already access more advanced functionalities such as journey mapping or revenue attribution. 

3. Real-time interaction planning & communication orchestration: campaign CDP 

With the help of artificial intelligence (AI), immediate measures and campaigns can be derived from segmented data – for example, by means of live integration. In some cases, different actions can already be triggered within a segment for different people in the segment and managed via a variety of channels. 

4. Focus on distribution across a large number of channels: delivery CDP 

The mobile-first approach has significantly increased the number of available channels. In addition to email communication and text messaging, it is now primarily push notifications from apps that are gaining in importance. The trend shows that, in many cases, more channels are included in the communication strategies of companies than are taken out. The delivery CDP addresses the core of this increasing channel complexity. 


In conclusion, navigating the digital landscape requires businesses to adapt and innovate continually. Customer Data Platforms (CDPs) offer a vital solution in this journey, addressing the challenges posed by data silos and enabling companies to harness the power of their customer data effectively. Whether focusing on data management, segmentation, predictive modeling, real-time interaction planning, or multi-channel distribution, CDPs provide the infrastructure necessary for personalized and impactful marketing strategies. Embracing CDPs not only fosters a deeper understanding of customer behavior but also facilitates sustainable customer retention and drives long-term business growth. 

Want to know more about CDPs and more specifically Salesforce Data Cloud? Don’t hesitate to contact us for more information