What is Customer Data Platform?


What is Customer Data Platform?

Few years ago, nobody had heard of a Customer Data Platform (CDP). Today, many marketers across industries are racing to select, implement, and activate CDPs for their businesses. They’re drawn by the promise of a single, easy-to-use platform where customer data can be gathered, organized into unified customer profiles, mined for new insights, and used to orchestrate real-time relevant experiences for customers across channels and the full journey of engagement.


What is Customer Data Platform?

CDP is a solution that is often a packaged software that provides 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. CDPs work primarily with data gathered by a company’s own systems about identified individuals however may also include data from external sources and about anonymous individuals.

Data stored in the CDP can be used by other systems for analysis and to manage customer interactions. The CDP restructures the data, adds calculated values such as trends and model scores, and shares the results in formats that other systems can accept. Access methods typically include APIs, database queries, and file extracts.

Yet a CDP solution that has everything all-in-one may not necessarily be better for an organization—and in some cases, it might be worse. Even if teams have aligned on the same set of requirements and priorities for the CDP, there may not be a single, off-the-shelf solution that balances all a company’s needs.


What makes Deloitte offer unique?

  • Our approach to CDP is rooted in long experience in using Big Data for MarTech purposes.
  • We are vendor agnostic in our approach selecting solution that fits business goals
  • Our team in Poland has hands on experience in CDP implementation in Salesforce CDP, GCP and Adobe
  • Polish team is backed up by global network of specialists
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