Customer Data Platforms
Customer Data Platforms
The intent is to create a single, unified view of customer data and then use that view to derive insights and drive strategy towards measurable results.
Jason Hamrick | Director, Data & Insights
The Phase2 Perspective
Because a CDP’s core purpose is to serve as “data middleware” - ingesting data from sources and delivering it to destinations - a CDP is often evaluated only by the quality and scale of its integrations. While we agree that it’s important that a CDP have a library of integrations, we believe that the true value of CDPs to marketers is not in ingestion, but in a CDP’s ability to:
- Unify that data by intelligently matching records from these disparate sources into composite customer profiles
- Segment these customer profiles not only along traditional demographic lines, but also in novel or unexpected ways through the use of artificial intelligence
- Activate that data by pushing it back out to marketing channels, such as email lists or social media, where those audience segments can be targeted by marketing campaigns
Michigan Medicine
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