These platforms should activate data for emails, push campaigns and programmatic media environments.
This article lists the key considerations when investing in a customer data platform (CDP). The CDP selected must be easy to implement, have a highly declarative user interface, and user experience design aligned to goals.
The author states that a good CDP should ingest known data like customer relationship management (CRM) records, and unknown data like browser cookies and mobile advertising IDs. The CDP should proficiently manage customer identity, by mapping people within a single household for B2C cases, or a company’s staff for B2B purposes.
Further, the system should be capable of handling a range of privacy settings. It should also activate data across channels where customers interact with brands and make them available to marketers in real-time.
[3 minute read]