The Power and Promise of Customer Data Platforms Is Growing Worldwide

Carol Wolicki | February 27, 2018

French novelist Victor Hugo once wrote that “one resists the invasion of armies; one does not resist the invasion of ideas.” For years, marketers have sought a solution that allowed them to unify customer data and make it easy to use for one-to-one cross-channel marketing. One of the reasons that customer data platforms (CDPs) have grown in popularity is because they offer a solution to this previously elusive goal.  CDPs are, in Hugo’s words, an idea whose invasion is irresistible.

Customer data platforms have grown in popularity in the United States based on their power to unify data and streamline the delivery of contextually relevant consumer interactions. In Europe, the need for a central source of data accessibility is even more important. The impending enforcement of the General Data Privacy Regulation (GDPR) makes it crucial for European companies – and non-European companies who sell in that market – to use a centralizing data solution.

The impending European regulation, paired with a growing desire to improve personalized communications and customer engagement, has increased interest in CDPs in Europe. These are just two reasons we support the upcoming Customer Data Platform Institute (CDPI) initiative to extend its affiliation to European members. As a founding member and gold sponsor of CDPI’s launch in 2016 and, now, of CDP Institute Europe, we are excited to see CDP adoption growing worldwide.

“European marketers face special needs for customer data management, such as multi-language databases and extensive privacy regulations. Interest in Customer Data Platforms has been growing as a result. We’re pleased to launch the European branch of the CDP Institute to help European marketers take the best possible advantage of these powerful solutions,” says David Raab, who heads up the CDP Institute.

Included in Raab’s 2013 white paper on CDPs, RedPoint Global has long recognized the importance of data to achieving marketers’ goals. As an innovator in this market, we’re proud to join the CDP Institute’s push into Europe.

The power of customer data platforms lies in their ability to unify data across silos. With a CDP, companies can be confident that they have a unified view into everything knowable about their customers.  This ability can empower an organization’s capacity to transform how it acquires, retains, and embraces its customer base.  We’ve seen it happen time and again with each new contract we sign. CDPs are a central component of digital transformation. By embracing the idea of a unified customer view, organizations are more likely to thrive in the age of the empowered multi-channel customer.

Carrying this idea forward, RedPoint Global CTO George Corugedo will be presenting a talk on “Why Customer Data Platforms are the Heart of Digital Transformation” at the Gartner Data & Analytics Summit on Tuesday, March 6 at 1:15 pm in Grapevine, Texas.  He will also be presenting four “Deep Dive on Customer Data Platforms” Master Classes at the Marketing Technology Expo (MTEX UK) in London, March 21 and 22. If you happen to be attending either conference, we invite you to come hear George’s talk for insight into how CDPs achieve business outcomes in the modern age.

Customer data platforms are only going to grow in prominence. The reality is that CDPs solve a problem that has long stymied marketers and other business users: how do they get access to the right data at the right time to deliver the right message. Companies with CDPs have a much stronger opportunity to achieve that goal than others. And that’s something we believe even Victor Hugo would acknowledge.

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Carol Wolicki
Carol Wolicki

Carol Wolicki brings more than 25 years of B2B marketing technology experience to her role as RedPoint Global’s VP of Corporate Marketing. In her role at RedPoint, Carol drives branding and awareness activities as well as trade show strategy and customer advocacy. Connect with Carol on LinkedIn and Twitter.