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Customer Data Platform is the unified data warehouse for your business. It combines customer data collected by the system from connected channels, as well as transferred from any external sources: Google Sheets, CRMs, BigQuery, offline events, etc.
The key goal of CDPs in marketing is to build comprehensive customer profiles. These include personal data, order history, online and offline behavioral data, and any custom events you want to transfer. Collected data will be available for advanced segmentation and personalization of messages. eSputnik has built-in functionality for omnichannel campaigns, while other systems need to be integrated with specialized services.
CDP is essential for enterprise-level businesses due to a massive amount of contacts and data. Also, it's suitable to cover their specific needs. For smaller companies, CDP has turnkey retention management tools. It doesn't require unnecessary integrations and easily scales with the business growth. In general, a data platform should be used by those who have multiple communication channels and data sources connected.
Consider what CDP solutions will meet your needs, what integrations and import/export options it must support, etc. Request a demo or test several platforms. Check the pricing: you have to pay for all the features or only the ones used.
It's also crucial for a data platform to be trustworthy, so pick only those CDPs whose security is confirmed by appropriate certificates.
Before integrating a CDP and collecting customer data, you should consider what types of data and for what purposes you'll use, from where and how you'll transfer it. The current base also needs to be checked and prepared. Then write a clear technical specification for developers who will set up and test the integration.