How to choose a Customer Data Platform (CDP)
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Let’s hear it for the customer data platform (CDP). Understanding what a CDP is and what it does will help you find the best CDP for your business needs. Ready to find out more about how including a CDP in your marketing strategy can improve your organization? Before you embark on your CDP shopping spree, it’s worth preparing a use case to pinpoint exactly what you want from the CDP and how you would like the CDP to support and improve your business. This smart hub CDP powerhouse features the solid core data management capabilities of a CDP layered with intelligent decisioning, predictive analytics, experimentation, and orchestration.
We’ve all experienced it at one time or another – that moment when you took a chance on Spotify’s Discover Weekly playlist, or Amazon’s product recommendations, and they completely knocked it out of the park with their picks for you.
Let’s hear it for the customer data platform (CDP).
Over the past decade or so, digital marketers have been leaning more on the CDP to unify their data and deliver standout personalized experiences. And this demand looks set to continue, especially with the rise of composable architecture.
With a multitude of versions now available, figuring out how to choose the right CDP vendor – and more importantly – the right CDP, can be tricky. A customer data platform is a major investment and there are several important factors worth considering before you take the plunge and commit to a vendor. Understanding what a CDP is and what it does will help you find the best CDP for your business needs.
In simple terms, a customer data platform is a valuable tool in every marketer’s tech stack because it allows them to transform their users’ data into impactful customer experiences.
By applying advanced analytics and machine learning techniques, the CDP captures digital signals in real time as users interact with channels. It can then predict what customers want based on current and historical behaviors.
With the support of a CDP, marketers can activate customer insights for optimization and personalization in any channel and share audiences across their entire ecosystem, resulting in improved alignment across marketing campaigns and improved conversions.
But what exactly constitutes a CDP? Well, according to the CDP Institute’s definition, a customer data platform is “packaged software that creates a persistent, unified customer database that is accessible to other systems".
According to Gartner analysts Benjamin Bloom and Lizzy Foo Kune, a CDP should feature a marketer-friendly, web-based interface that includes the following functionalities:
Data collection: The ability to collect customer data through websites, CRMs, email automation software, and other data sources such as zero-party, first-party data, second-party, and third-party through APIs, native integrations, and SDKs. Data persists within the system as long as it is needed for processing. This includes first-party identifiers, customer behaviors, and attributes.
Profile unification: The ability to consolidate profiles at the person level and connect attributes to identities. This must include linking multiple devices to a single individual once that person has been identified and deduplicating customer records. Some solutions may support third-party data unification or aggregating customers into a household or account.
Segmentation: An interface that enables the marketer to create and manage segments. Basic offerings support rule-based segment creation. Advanced segmentation features may include automated segment discovery, predictive analytics, propensity models, and the ability to import and deploy custom models, built in external advanced analytics, or data science environments.
Activation: The ability to send segments, with instructions for activating them, to customer engagement tools for email campaigns, mobile messaging, and advertising, for example. Marketers still need execution systems for the final mile. Some CDPs have added advanced support for consent-based filtering, suppression, personalization, journey orchestration, A/B testing, and recommendations.
Not to be mistaken for a CRM, a data warehouse, or a data lake, the CDP offers a 360-degree view of customers. This is achieved by collecting and analyzing first-party customer data from websites, apps, and mobile browsers, as well as different types of data like transactional data, customer service data, and campaign engagement data, along with details such as age, address, and contact info.
This data is processed and distilled into specific segments within the CDP, triggering a personalized campaign unique to a particular customer or segment. Ready to find out more about how including a CDP in your marketing strategy can improve your organization? In the next chapter, we’ll look at some CDP use cases.
Before you embark on your CDP shopping spree, it’s worth preparing a use case to pinpoint exactly what you want from the CDP and how you would like the CDP to support and improve your business.
Some reasons you may need a CDP:
Once you’ve decided on your use case(s), you’re ready to research potential CDPs. It’s worth checking if the CDP you’re considering is already being utilized by customers within your industry. You should also make sure the CDP is compatible with tools that you’re already using such as Google Analytics or social media advertising.
In addition, check that the CDP is GDPR and CCPA-compliant. This means the CDP should have the capability to suppress data collection or delete customer data when requested.
Depending on your use case and business requirements, your CDP will generally fall under one of the following categories, as outlined by Gartner:
CDP engines and toolkits: These vendors are often described as a CDP toolkit or are available as open source and include feature sets ideal for IT-led teams seeking to build new applications on top of a CDP. Controls over data-handling operations dominate over marketing orchestration, and business users would need a substantial lift from SI partners or internal developers in order to take advantage of the platform.
Marketing data integration: A frequent use case for CDPs is data operations — features that enable granular governance of event data streams from within a marketer-friendly interface. There is some control over delivering segments to downstream marketing touchpoints for advertising activation, but analytics and decisioning must be handled in other applications.
Marketing data integration solutions are often chosen for mobile and connected device use cases. Strong real-time use case support dominates in these products over access to historical data. This is often the choice of growth marketers or digital commerce teams.
Smart Hub: These providers emphasize marketing orchestration and personalization that by nature require both granular customer data analytics and controls for event-triggered and planned campaigns or journeys. The solutions are most likely to fit in a hub-and-spoke configuration that allows marketing teams and other stakeholders to focus on sending instructions to execution solutions from a single interface eliminating the need to log into several.
Predictive analytics, segmentation, and whiteboard or canvas-style interfaces for customer journey design are common, and support for real-time offer management may be more suitable for triggered messages than web-based personalization.
Marketing Cloud CDPs: Several enterprise software companies released or announced CDP solutions in 2019, promising to improve the tools that marketing and IT teams already possess. The inflexible data management and profile unification features of marketing clouds were a major driver of marketer interest in CDPs from the beginning.
These new modules aim to shift the integrated suite value proposition to a more open and flexible embrace of enterprise data, leveraging trusted relationships with CMOs and CIOs.
The Sitecore CDP — as recognized by Gartner — takes the CDP to the next level. This smart hub CDP powerhouse features the solid core data management capabilities of a CDP layered with intelligent decisioning, predictive analytics, experimentation, and orchestration.
Let’s take a closer look at how the components work together:
Sitecore CDP is helping some of the world’s biggest brands reach their business goals. Get in touch to learn more about Sitecore CDP’s capabilities and pricing today.