A Customer Data Platform (CDP) is a marketing technology tool that is getting a lot of press these days. It seems like the perfect tool with which to control your customer data in a GDPR compliant manner. It also seems very promising as a means to create great business value from customer data, today's marketer's true competitive advantage. And with marketing automation, it will make your current email marketing system obsolete.
But what, exactly, is a Customer Data Platform? Especially in retail/B2C context? Where and how is it used? How do different CDPs compare with each other and with other tools and systems, such as CRMs? And how do you know if you need one/which one you might need?
Ken Borremans (Comark) and Tatu Kuivalahti (Custobar) discussed, among other things:
- What a Customer Data Platform (CDP) is - and is not.
- What the common use cases for a CDP are.
- What the business value of a CDP is - for the B2C business and/or marketer, and for the company that consults or has B2C clients looking for Shopware 6 and other integrations/growth opportunities.
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