Customer Data Platform (CDP)
How to Integrate Data Into Customer Data Platforms
Customer data platforms are innovative solutions that gather all customer interaction data in one place for real time analytics and messaging. The time has come for this type of solution as indicated by CDP industry annual growth rate of greater than 40% per year.
According to the Customer Data Platform Institute, “a Customer Data Platform is a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems” to analyze data and manage customer interactions.
While the primary data used in most CDP’s is first party data about customer observed behavior including website browsing and purchasing, there is also a critical need to supplement that data with third party insights and identity resolution capabilities.
Some enlightened CDP’s have already integrated with data resources, either via Batch or real-time Data Pipe / API’s. This means that as soon as a customer or prospect self-identifies, it is possible to learn a dozen things about them instantly in order to serve up highly resonant content and place them into the proper customer segment. With technical integration already in place, the CDP end user company simply has to register for their own “instance” and specify which data elements are most important to them.
This is where Data Marketing Strategies can help. We offer batch and real-time data integration services to append critical demographic, behavior and identity resolution data.