What does cdp stand for

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The Customer Data Platform is a system that aggregates and unifies customer data across every touchpoint, so you can understand exactly who your customers are and what drives their actions. By taking a unified approach to data collection, your engineering team can save months of time spent integrating marketing and analytics technologies separately.

While there are slight differences among CDP vendors, there are four common elements that all true CDPs should offer. Thus, a Customer Data Platform is a system that enables:

A CDP collects data from a variety of first-party data sources, such as websites, mobile SDKs, CRM, emails, social media, e-commerce and in-store retail systems. It then unifies the data from each point, combines it into a centralized platform and makes it visible and accessible for use. The result is a platform that allows you to standardize customer data and send it to any tool or system without having to manage dozens of integrations.

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Una plataforma de datos de clientes (CDP) es un software que recopila y unifica datos de clientes de primera mano -procedentes de múltiples fuentes- para construir una visión única, coherente y completa de cada cliente. Entre las fuentes digitales se incluyen:

Muchos de los sistemas -como el correo electrónico, los análisis, el CRM, el comercio electrónico y las redes sociales- que utilizan los profesionales del marketing funcionan en silos y no transmiten datos entre sí. Es difícil obtener una imagen completa y aún más difícil analizar lo que se está viendo. El objetivo de una plataforma de datos de clientes es eliminar estos problemas conectando todas las herramientas que utilizan los profesionales del marketing y actuando como una única fuente de verdad para los datos de primera mano de los clientes.

Las CDP gestionan los datos de origen y la privacidad y los derechos de los consumidores mediante el control de los flujos de datos entre los diferentes sistemas de marketing y la gestión del consentimiento. Este es el mundo del GDPR y la privacidad de los datos; su empresa necesita gestionar activamente y documentar esa gestión del consentimiento y los flujos de datos.

Una vez que haya recibido permiso para recopilar datos de usuarios de primera mano y los haya unificado y estructurado en perfiles, podrá actuar sobre ellos. Los CDP pueden crear segmentos de audiencia que pueden utilizarse en el resto de sus plataformas y canales de marketing.

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As I have already mentioned in previous posts, today's companies have at their fingertips the largest amount of consumer data in history. However, such is the amount of data that in many occasions it becomes unmanageable, wasting much of that data, and not knowing how to draw conclusions from it.

Today, we can access transactional, demographic, behavioral data... and in different areas and channels, such as in online ads, in your eCommerce or in your customer telephone service.

All this data, after all, if it could be organized and structured in one place, would make up powerful customer profiles. However, the reality is quite different, as all this data is usually located in different silos within the company.

With the advent of the Internet, and the advance of technology in general, data has become an indispensable capital for any company. This fact and the need to be able to store this data correctly and take advantage of it, has led to the creation of various technologies oriented to this objective.

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It helps unify business data, create comprehensive views of each customer, and personalize interactions - all key to delivering the right interaction to the right person at the right time. You can use a CDP to personalize every customer touch point, across all online and in-person engagement channels.

The proliferation of channels and data types has led to exponential growth in customer information. Customer data encompasses everything from advertising impressions to known purchases to product usage to customer service interactions. There are three main types of customer data:

The problem with storing customer data in silos or siloed compartments is that this approach does not provide an understanding of who customers are, what they do and what they want. If you cannot extract insights into the essence of your business from this data, your decision making will be limited and less effective.