What is a Customer Data Platform?

A customer data platform is a collection of software that pulls data from multiple sources and cleans and combines it. The platform is accessible by other systems and provides structured data for marketing campaigns.

Identifying customers to not target

A customer data platform is an essential strategy in the digital age. Companies can use this technology to create a single customer view that helps them identify customers likely to convert, engage, or purchase. It also allows companies to develop more effective marketing campaigns. An excellent guide to customer data platforms will have predictive analytics, marketing automation, and multichannel campaign management features. These features will allow companies to collect and analyze data from various sources. By doing so, companies can learn more about their customers, identify growth opportunities, and make data-driven business decisions. The essential function of a good customer data platform is to provide visibility into marketing efforts.

A good customer data platform will also provide many other features. These include the customer lifetime value (CLV) model, which lets companies create campaigns based on customers’ lifetime value. The CLV model helps companies better understand and communicate with their customers, increasing conversion rates and customer engagement.


Creating a unified customer profile provides a complete view of your customer. This can be done by leveraging first-party data. First-party data is data that is collected directly from a customer or is collected on behalf of the customer. A customer data platform (CDP) is a packaged software-as-a-service (SaaS) solution that allows you to create a single, unified customer view across online and offline channels. This includes data about your customer’s behavior, preferences, and interactions with your brand. Using a CDP, you can create personalized customer experiences, drive increased customer engagement, and increase decision-making speed. A CDP can automatically clean, enrich, and synthesize raw data into a customer’s behaviors, traits, and other characteristics. You can also use the platform to create look-a-like audiences. This allows you to run personalized campaigns for each customer, providing the best shopping experience possible. A CDP is a powerful tool but is only as effective as your business goals. For example, your organization may be better suited to a marketing automation platform to distribute your marketing data to email service providers, web content management systems, and other martech systems. This data can personalize your emails, send targeted content during live interactions, and create accurate sales forecasts. However, many other marketing systems do not pass data back and forth. These data silos can make it difficult to leverage data most effectively. This can lead to inefficiencies in your customer view.

Suppression of ads to customers

Using advanced audience targeting techniques such as audience suppression can improve your ROI. It’s a clever tactic that can save your company millions in ad spending. A good CDP should let you select and suppress audiences based on relevant, actionable data. This allows you to spend more on high-value customers and less on low-value ones. You’ll also be able to tweak your campaigns based on up-to-date customer activity. The CDP can even feed your audience into Google’s suppression list for branded searches. This means that your ads will not show up on Google’s home page. For example, a customer looking to purchase a new car can see ads for vehicles they may be interested in. This tactic is a smart one, as it helps to ensure repeat purchases. The most important thing to remember regarding audience suppression is that you can only suppress some. This means you should have a strategy to ensure your ads show up to those most likely to convert. If you do, you can save ad budget on qualified prospects.

Centralizing data in a CDP

Increasing volumes of data have created challenges in storing and connecting it across an organization. One way to mitigate these challenges is to centralize data in a Customer Data Platform (CDP). Using a CDP can help your organization better understand your customers. It can help you build stronger relationships by offering them personalized experiences. It can also help you build a better product or service and improve operational efficiency. A CDP is a central data warehouse. It takes data from several sources and integrates it into a single customer profile. This can help your organization improve customer loyalty, retention, and lifetime value. While many CDPs are available, choosing the best one can be daunting. To select the best one, you should focus on three main things:

  1. You want a comprehensive data set.
  2. You want to make sure that the data is stored correctly.
  3. You want to find an automated way to manage the data.

For example, you can use a CDP to create an automated golden record. This is a record that is linked to both transaction and risk data. It also contains a persistent ID that can help you identify your customers across systems.

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