What is a CDP?
Know Your Customers — The Customer Data Platform
The CDP: Your Single Source of Truth.
The Customer Data Platform (CDP), also known as the “single source of truth”, is a software solution built for marketers (read: no database or data science skills required) whose primary purpose is to unify, integrate, and manage all of your customer data – user profiles, activities, preferences, transactions, interactions, online or physical visits, and so much more – with a view towards creating a Single-User-Profile.
4 key functions of a CDP.
Data Collection and Profile Unification
A CDP gathers data from all available sources with the purpose of properly collating and attributing that data to a specific individual in order to build a profile of that person. With the omNovos CDP, there are no known limits to the types of data that can be collected. Whether structured or unstructured, personally identifiable information (PII) or anonymized data (non-PII) we support it.
All data is typically stored in a cloud environment though some customers choose to maintain the data internally on owned servers.
A critical function of the CDP is the real-time collection and integration of data. Current behaviours are far more effective predictors for next-best-action and the ability to “Learn” about each customer in their moments of truth provide the benefits of being able to more accurately personalize an experience while also providing a living and evolving customer profile.
Includes all required analytics, reporting and tracking.
A CDP provides extensive detail and views of the data and profiles contained within it in order to make that information useful to marketers such that they can begin to understand their customers and make decisions about how better to reach and to serve them. With easily configurable views, marketers can quickly build Segments, Micro-Segments and, in the case of the omNovos CDP, even make decisions and take action at an Individual level.
A CDP integrates with marketing technology in order to make the data available for the creation, scheduling, and execution of engagement programs and marketing campaigns. The omNovos CDP natively includes the ability to create and deliver engagement programs and marketing campaigns while relying on external tools as delivery channels.
Results Matter. Use Your Single-User-Profile.
By building, evolving, and leveraging the power of the Single-User-Profile (SUP), marketers can engage their customers in a way that tailors each customer’s journey in any channel – Online, In-App, or In-Store.
The result is not only a consistent customer experience that resonates with your customer and builds greater brand loyalty, but, more importantly, each and every engagement allows you to continue to build the SUP and deliver smarter, even more personalized, customer experiences.