What a CDP can do
Customer data platforms are designed to enable marketers to serve up an exceptional, personalized customer experience leveraging every piece of data their company has collected from that person. It moves past personas to allow marketers to track and tailor omnichannel experiences on an individual level.
How does a CDP help a marketer pull off this near-miracle? With data, of course.
These tools are designed to compile all of the first-party data your company collects on your customers and prospects from your CRM, website, POS system, and more. Then, they allow you to segment that data.
In some cases, CDPs help you orchestrate marketing journeys based on that segmentation. In others, the CDP feeds the unified profile back into your system of choice (e.g., a CMS). All the while, the CDP provides the layer of data privacy protection that marketers increasingly need.
Even better? These tools are designed to do all of this with little-to-no ongoing developer involvement. They put the control into the marketers’ hands.
The state of the CDP market
The CDP market is skyrocketing. Not only is there now a CDP Institute, but that institution also reports that industry revenue grew a whopping 25% between 2021 and 2022, bringing the annual total to $2 billion.
Plus, experts expect the growth to continue. A recent survey of martech decision-makers found that two-thirds expect CDPs to become increasingly important in the next 1–3 years.
Clearly, marketers are finding something valuable in having a tool that unifies and protects their customer data.
Finding the right option for your marketing team
Have you ever found yourself wishing you had an easier way to understand your customer? Has your team ever asked for tools to help them bring together customer data and analyze it? If so, it’s time to explore what a CDP could do for your marketing org.
As with any marketing technology, it’s well worth taking the time to compare your options and find which solution best aligns with your specific needs and your existing stack. We can help there. Our team offers tailored implementation and integration for a number of leading CDPs, including this list of alphabetically sorted providers.
To start digging into the world of CDPs and what the right one can do for your marketing org, get in touch.