Why customer data platforms (CDPs) are the future of marketing

 
 

Achieving smooth data integration across channels is emerging as a major differentiator right now in marketing technology. The key buzzwords? Customer data platforms (CDPs). They are the antidote to data silos, platform fragmentation, and desynchronization, and ensure that consumer data is actionable and available to teams across department boundaries.

CDPs are having a bright moment in our industry right now: In 2017, LUMA added CDPs as a new category to its Marketing Technology LUMAscape, counting about 20 vendors in this rapidly growing field. But the technology is new and the jury is still out on what actually constitutes a CDP and how it should integrate into modern-day marketing tech stacks.

It's time for a reality check. Get the full scoop in our latest Selligent white paper: Inside The Rise Of Customer Data Platforms (CDPs). In it, you’ll discover the origins of modern-day customer data platforms (CDPs) and why they hold the keys to highly personalized data-driven marketing.

Here’s a quick overview of what this 12-page white paper covers:

What is the definition of a customer data platform (CDP)?

There exists no binding definition of what exactly constitutes a CDP. Nor are there benchmark tests or protocols to determine whether a vendor actually meets the requirements in this category.

Based on a definition by American tech analyst David Raab, our paper emphasizes the three most important traits of CDPs:

  1. CDPs are managed by marketers – not by technologists. They offer reporting, analysis, and control through a centralized digital marketing dashboard. IT support and programming skills should not be required.

  2. CDPs create a persistent, unified customer database. These platforms offer the full integration of customer data from websites, vendor systems, customer service, and other owned systems. Moreover, platforms like Selligent Marketing Cloud can capture data from anonymous visitors and integrate third-party data sources.

  3. Data stored in CDPs is accessible to other systems. CDPs are able to unify customer data collected from different systems such as websites, mobile apps, chat transcripts, help desks, e-commerce systems, etc. into a single view. These results can flow into multi-channel marketing, AI marketing, and email campaigns.

Download the white paper to dive deep into what CDPs are and what sets them apart from predecessors such as customer relationship managment (CRM) databases.

Integrate CDPs into your marketing tech stack

The question of data integration ultimately boils down to seamless flow of data streams across your marketing tech stack. But here’s the problem: While half of the marketers worldwide currently practice data integration across their tech stacks, the paper finds that another 43 percent are still only “talking about it”.

The reason is clear. Most marketers today still rely on mixed-vendor tech stacks of their own creation, preferring to mix and match digital marketing software for different tasks as needed – with data integration suffering in many cases.

The future: CDPs connected to marketing clouds

As we speak, marketers are discovering that they can unify large parts of their tech stacks by adopting marketing cloud platforms with CDP capabilities at the center, like Selligent Marketing Cloud. In an era where data integration emerges as a major differentiator, Selligent Marketing Cloud is the one-stop solution to building segmented campaigns that place the individual customer at the center.

Built specifically for the needs of engagement marketers, Selligent Marketing Cloud checks all the boxes for user-friendly UI, 360-degree customer view, and integration with third-party systems and open data architecture.

And going beyond the scope of conventional CDPs, Selligent Marketing Cloud covers functionality previously fragmented across pure-play apps – including full-on execution, customer journey design, relationship marketing, and analytics – all in one platform. This new breed of marketing cloud platforms built on a strong customer data foundation is the future in marketing, as our free white paper demonstrates.

Inside the Rise of Customer Data Platforms (CDPs)

So what the heck is a Customer Data Platform (CDP)?

Read More +