EXPERIENCE
The Importance of CDPs in Today’s Consumer-Driven World CDPS AND THEIR BENEFITS EXPLAINED
WRITTEN BY: K ARL SCHNEIDER, VP TECHNOLOGY, VERTICURL
tools that all of your different teams use so that they’re actually all on the same page. Bad data is the scourge of Martech stacks. A Martech stack can be looked at like a Formula One car,
The line between CTOs and CMOs continues to blur. This not only means better, more personalized experiences for customers, but it also means more audience understanding, greater automation, and the ability to reach customers anywhere at any time. One important element in any Martech stack is a Customer Data Platform, or CDP. But what is a CDP and what can it do for your business?
the marketing teams as the drivers, and the data as the fuel. You wouldn’t expect a Formula One driver to win a race if you put regular gas inside of that car. A CDP is important because it makes it easy to collect data from different disparate places, manage it, govern it, and then connect it into your wider ecosystem. And it’s not just about having the data and having access to it; it’s being able to action it into a marketing automation campaigns or being able
WHAT IS A CDP? A CDP is it’s a platform to collect, unify, resolve, and activate your data inside of your Martech ecosystem. Why is that really important? Data democratization, or a 360-degree view of your customers, is no longer a nice to have. It’s now a requirement. And that view must be persistent in all the main
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to leverage it for your commerce platform. Additionally, marketing teams are continuously looking for ways to move faster. And having a system that brings that all of your data together so you can orchestrate that symphony in a really well-mannered way is another big key benefit of a CDP.
