Customer data platforms (CDPs) are designed for one purpose: to unify customer data across functional and channel-specific data silos into an always-on, always processing customer profile available throughout the enterprise. Many IT departments have had this capability for decades, but CDPs add the twist of making the unified data easily available to business users.
This accessibility is a massive departure from traditional data management tools. With a CDP, business users such as marketing teams can access customer data in real time without putting in a request to the IT department. This ability to access data at the moment of need is transformative. With a CDP, marketing can more easily target consumers because they don’t need to wait for IT to pull the necessary data. More than that, business users in service and sales can easily see relevant information that could help them close a sale or respond to a service issue.
Data accessibility is just one of the reasons brands need a CDP. Three other reasons are that CDPs:
The modern, connected customer has upended the traditional dynamic between brands and consumers. Brands now find themselves seeking ways to meet customers through their preferred channels with relevant messaging. Customer data platforms are foundational to achieving this goal. The insight into consumer behavior across engagement touchpoints of a CDP empowers marketing with the intelligence they need to personalize interactions and provide relevant messaging in a crowded field.