What is a customer data platform (CDP)?
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Presented 7/10/19 @ DAA Boston (the Digital Analytics Boston Meetup) as part of the DAA Speaker Series. Sorry, no slide notes at this time!
![[Notes] Customer 360 Analytics with LEO CDP](https://cdn.slidesharecdn.com/ss_thumbnails/notescustomer360analyticswithleocdp-220126053232-thumbnail.jpg?width=560&fit=bounds)
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What is a customer data platform (CDP)?
- 1. DAA SPEAKER SERIES What is a Customer Data Platform (CDP)?
- 2. INTRODUCTION DAA Certified Web Analyst, '09 Todd Belcher CDP Resource, Quaero Prev: BlueConic, Unica/IBM @toddmetrics / [email protected] @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M A digital data usefulness enthusiast with fifteen or twenty years of digital analytics and marketing experience, recently focused on customer data platforms. Currently on the product team at Quaero (CDP). Also spent time at BlueConic (CDP) and as an independent analyst covering the customer data platform space at CDP Resource, where an overview of 95 software providers was published late last year.
- 3. What is a CDP? Many definitions, many providers. How can such a conflict be resolved? Options: A) Choose a broad one (consultant) B) Choose a narrow one (provider) C) Write a multi-level definition to acknowledge complexity (analyst) @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M
- 4. What is a CDP? Many definitions, many providers. How can such a conflict be resolved? Options: A) Choose a broad one (consultant) B) Choose a narrow one (provider) C) Write a multi-level definition to acknowledge complexity (analyst) D) Define around your organizational data management requirements and marketing use cases (business) @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M
- 5. Customer Data Platform Institute definition: A Customer Data Platform is packaged software that creates a persistent, unified customer database that is accessible to other systems. This definition has three critical elements: Packaged software The CDP is a prebuilt system that is configured to meet the needs of each client. Some technical resources will be required to set up and maintain the CDP, but it does not require the level of technical skill of a typical data warehouse project. This reduces the time, cost, and risk and gives business users more control over the system, even though they may still need some technical assistance. Creates a persistent, unified customer database The CDP creates a comprehensive view of each customer by capturing data from multiple systems, linking information related to the same customer, and storing the information to track behavior over time. The CDP contains personal identifiers used to target marketing messages and track individual-level marketing results. Accessible to other systems Data stored in the CDP can be used by other systems for analysis and to manage customer interactions. content on this slide from cdpinstitute.org
- 6. A customer data platform is developed software that manages data collection and unification for the purposes of building customer profiles. It also manages analytics against these profiles, and delivery of datasets and individual profiles to systems that need them. In order for a customer data platform to be effective at both ingestion and delivery of customer data, the software must also take a vendor-neutral approach to technical partnerships. It has to have technical partnerships in many areas. This is a key difference between marketing services providers out there building and hosting unified customer profiles on your behalf and a customer data platform. CDP Resource (my) definition: @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M flickr/22905496@N07
- 7. A customer data platform is developed software that manages data collection and unification for the purposes of building custo It also manages analytics against these profiles, and delivery of to systems that need them. m is developed software that manages fication for the purposes of building customer profiles. s against these profiles, and delivery of datasets and individual profil em. not so fast! TALKING POINTS "developed software that manages..." "data collection" "unification" "building customer profiles" "analytics against these profiles" "delivery of datasets and individual profiles" It also manage to systems th omer data platform is developed software that manages ollection and unification for the purposes of building customer profile @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M
- 8. @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M A complex spectrum does not make for a simple definition at all.
- 9. CDP Resource Define what a customer data platform is to your business. Base this on organizational data management requirements and marketing use cases. Then, (re-)evaluate providers. What does it all mean? @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M
- 10. Customer Data Platform Buyers' Guide The aforementioned guide is still available on cdpresource.com, along with other content resources, including some summarizing charts from the report: How many CDPs are not CDPs? What did providers' inclusion in other analysts' reports look like?
- 11. thank you! questions? @ C D P _ R E S O U R C E , C D P R E S O U R C E . C O M