This requires integrations with existing marketing “clouds,” CRM systems, loyalty and point-of-sale systems, and the like - and a tag management infrastructure for collecting data from websites and media interactions - data management platform (DMP) tags, essentially. Why did Google give away TensorFlow, perhaps the world’s most sophisticated artificial intelligence algorithm library? It turns out, algorithms are only as good as the amount of data they work on! In the same way, your CDP is only as useful as the amount of customer data it processes.Ī good CDP needs to ingest both known data like customer relationship management (CRM) records, email addresses, and call center and commerce data, and unknown data like browser cookies, web analytics, media interactions, and mobile advertising IDs.
How many data sources is it integrated with? If you have to write code within the platform, it might be a tool that only your engineering team can operate.Ģ. In the latter case, it’s important to look for products with a user interface (UI) that’s highly declarative, and a user experience (UX) design that’s aligned to what business personas need to accomplish. There are also CDPs designed with a marketer as the end user. Some CDPs on the market are configured for a highly technical user, such as the IT person building data architecture to support internal applications.
New technology can be difficult to implement - and no amount of software can help you unless you are trained to operate it.ĭata management is no exception. In data technology, it can sometimes feel like you bought a Ferrari, but it’s stuck in the garage because nobody knows how to drive it. Here are five key buying considerations to help you make the right decision. Now, it’s finally time to figure out which solution to buy. You’ve built a dedicated team around data and identified key use cases you want to achieve with the technology. So, you’ve decided that your organization is ready to start the customer data platform (CDP) journey.
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