David Raab, founder of the vendor-neutral CDP Company, shared his insights into exactly what CDPs (customer data platforms) may and can’ t do, throughout Tuesday’ s MarTech Conference program aptly titled “ CDP Remedies Baldness: Getting past the hype regarding customer data platforms. ”
Before digging into the misconceptions and realities around CDP techniques, Raab outlined the architecture, elements and adjacent systems of CDP platforms, along with his definition of the technologies — a packaged software system that will delivers an unified, persistent client database and is accessible to other techniques.
According to Raab , a CDP is not a silver bullet effective at solving all customer data issues. The reality is that many obstacles can cause issues when trying to employ an effective CDP system, including an organization’ s i9000 budget restraints, the team’ ersus skills and existing systems.
The Myths. To start, Raab says it’ s a myth CDPs try to coordinate customer experience across all of channels, and that their value depends upon connecting all systems. He says it’ s also a myth that CDPs are for marketing teams just, but instead can benefit all customer-facing sections — or that they manage just first party data. Other misconceptions, according to Raab, include the notion that will CDPs are a new technology or that every CDP solutions are the same. In fact , Raab says, CDPs vary widely within scope and vertical specialty.
The Realities. Counter to the idea CDPs coordinate customer data across all of channels, Raab says the reality is the most typical CDP application is centered in regards to business’ s analytics needs, accompanied by single channel personalization. He furthermore believes the theory that a CDPs worth relies on its ability to connect to most of systems is wrong as many CDP use cases work with only a few techniques, or even just one.
Based on Raab, CDPs are designed to sync along with application data stores — not really replace them. CDPs also make use of third-party data, and do not have to depend only on first-party data. They could also access data from exterior systems in real-time versus only the data ingested by the platform.
When evaluating CDP techniques, Raab says a business’ t use cases should drive the decision process.
“ Analyze the vendors carefully, ” said Raab, “ Find out when someone is using the system the way you wish to use the system. ”
You can view Raab’ s full presentation below.
This particular story first appeared on MarTech Nowadays. For more on marketing technology, click here.
If you liked Client data platforms ‘not a silver precious metal bullet, ’ says CDP Start founder by Amy Gesenhues Then you'll love Marketing Services Miami