What is a Customer Data Platform (CDP)? Definition, key features and good implementation practices

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Contents What is a Customer Data Platform? Business Benefits CDP use cases and examples Types of customer data platforms Must-Have Features to Look for When Selecting a CDP Top 7 best practices for implementing CDPs in 2022 Get the most out of customer data platforms

Data is arguably one of the world's most valuable resources. Most businesses understand the need to collect customer data, but they need to act on that information for it to be useful. A customer data platform can help them start this journey.

Although many companies today are constantly trying to collect more customer data, they can also struggle to understand it. It can be difficult to understand customers across all touchpoints and lifecycles. CDPs give companies the tools they need to overcome these obstacles.

What is a Customer Data Platform?

At the simplest level, customer data platforms bring together all of a company's customer data in one place. These software packages pull information from a variety of sources, including social media, mobile apps, email, and corporate databases. They then organize it in one place where teams can view it and act on it.

CDPs use this data to create customer profiles, often referred to as unique customer views (SCVs). These VCS can become a source of truth for everything the company needs to know about a specific customer. This way it is easier to personalize marketing campaigns, understand the market and avoid confusion.

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