What is a Customer Data Platform?
One size does not fit all and this is why data-driven marketing is so important in order to be able to design effective marketing campaigns, personalise the customer journey and increase the customers’ commitment. However, despite the fact that data-driven marketing is a topic which has been top of mind for many marketing people for a long time, many companies - whether they work in B2B or B2C – still live in a world where customer data is collected and stored in different and separate systems. This means that work is performed in silos and as a result the deepest customer insight is not obtained.
The key to bridge the different customer data sources, whether data comes from the web, physical purchase transactions, social media, CRM systems or from a fifth source, is a Customer Data Platform (CDP).