Customer Data Platform (CDP) do marketers need another database?

David Judd on 19 September 2018

In a word, Yes. But with great power comes great responsibility! What the marketer does with this knowledge is the critical element.

One of the most hyped martech terms for 2018 is the Customer Data Platform (CDP), and it promises to do for the B2C marketer what CRM was supposed to do for the B2B marketer.

Most companies have a data problem - disparate systems hold bits of information on several different criteria that are only meaningful if pulled into a common view - which holds them back from being able to effectively manage their customer interactions.

Most companies would love to "really" know their customers and that knowledge should grow through time and through different touchpoints, such as purchases, support calls, subscription renewals, complaints, etc. This is the "Super Cookie" and is defined by growth of both Profile (who your customer is) and Engagement (what your customer does), shown below.

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About the Author

David Judd
David has over 25 years experience as a marketing practitioner and consultant. He has successfully setup and led marketing operations and digital teams with the purpose of evangelising customer-centricity. He has been a consumer of marketing technology in companies of various sizes and industries and has consulted on digital optimisation with leading brands. David is passionate about improving marketing operations and is a regular contributor to the DMA and LinkedIn on subjects ranging from GDPR to operational frameworks.
Connect with David on LinkedIn.

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