CDPs and the Importance of Data Governance thumbnail

CDPs and the Importance of Data Governance

Published Nov 16, 21
5 min read


Customer data platforms (CDPs) are a vital tool for modern organizations that want to gather the, organize, and store customer information in one central place. The software tools provide an accurate and comprehensive overview of the customer that can be utilized for targeted marketing and personalised customer experience. CDPs also provide a wide range of options, including data governance and data quality and data formatting, as well as data segmentation, and data compliance for ensuring that customer data is recorded, stored, and utilized in a regulated and well-organized manner. A CDP can help companies connect with customers and puts it at the core of their marketing campaigns. It can also be used to draw data from different APIs. This article will look at the various aspects of CDPs and how they can assist businesses. customer data platform

Understanding CDPs: A customer data platform (CDP) is a computer program that allows businesses to collect, store, and manage the customer's information in one central area. This allows for more complete and accurate view of the customer, which can be used to target marketing and personalised customer experience.

  1. Data Governance Data Governance: One of the primary characteristics of the CDP is its capacity to categorize, protect, and manage information that is in the process of being incorporated. This includes profiling, division, and cleansing operations on the data being received. This is to ensure compliance with data regulations and policies.

  2. Quality of Data: It is essential that CDPs ensure that data collected is of high quality. This means that the data has to be entered correctly and meet the desired quality standards. This helps to minimize additional expenses associated with cleaning, transformation, and storage.

  3. Data Formatting: A CDP can also be utilized to ensure that data follows the predefined format. This allows data types such as dates to be aligned across customer data and ensures consistency and logic in data entry. cdp's

  4. Data Segmentation: The CDP allows you to segment customer data in order better understand the different customers. This allows for testing different groups against each other and to get the most appropriate sampling and distribution.

  5. Compliance The CDP lets organizations handle customer information in a compliant way. It permits the definition of safe policies, classification of information based on those policies, and even the detection of policy infractions while making marketing decisions.

  6. Platform Choice: There are a variety of types of CDPs available, so it is important to be aware of your specific needs in order to select the right platform. Think about features such as data privacy , as well as the possibility to extract data from other APIs. what are cdps

  7. Making the Customer the center The Customer is the Center of Attention CDP allows for the integration of real-time data about customers. This allows for immediate accuracy in precision, consistency, and uniformity which every department in marketing needs to improve operations and engage customers.

  8. Chat billing, Chat When you use CDP, you can get the information you need for billing, chats, and more. CDP it's easy to understand the context that you require for a successful conversation, no matter if it's past chats or billing.

  9. CMOs and CMOs and Data: According to the CMO Council, 61 percent of CMOs think they're not making the most of big data. A CDP can aid in overcoming this by offering the complete picture of the customer and allowing the more effective use of data to promote marketing and customer engagement.


With so lots of different types of marketing technology out there each one usually with its own three-letter acronym you might wonder where CDPs come from. Despite the fact that CDPs are among today's most popular marketing tools, they're not an entirely originality. Rather, they're the current action in the development of how online marketers manage client data and consumer relationships (Customer Data Platform).

For most marketers, the single biggest value of a CDP is its ability to sector audiences. With the capabilities of a CDP, online marketers can see how a single consumer communicates with their business's different brands, and recognize chances for increased customization and cross-selling. Naturally, there's a lot more to a CDP than segmentation.

Beyond audience segmentation, there are 3 big reasons your company might want a CDP: suppression, personalization, and insights. One of the most fascinating things online marketers can do with data is recognize clients to not target. This is called suppression, and it becomes part of delivering truly customized customer journeys (Cdps). When a consumer's combined profile in your CDP includes their marketing and purchase data, you can suppress advertisements to consumers who have actually already bought.

With a view of every client's marketing interactions connected to ecommerce data, website visits, and more, everyone across marketing, sales, service, and all your other groups has the opportunity to comprehend more about each client and deliver more individualized, pertinent engagement. CDPs can assist marketers address the source of much of their biggest day-to-day marketing issues (Customer Data Platform).

When your information is disconnected, it's harder to comprehend your clients and develop significant connections with them. As the variety of data sources used by online marketers continues to increase, it's more crucial than ever to have a CDP as a single source of reality to bring it all together.

An engagement CDP uses customer information to power real-time customization and engagement for consumers on digital platforms, such as sites and mobile apps. Insights CDPs and engagement CDPs comprise most of the CDP market today. Extremely couple of CDPs include both of these functions similarly. To pick a CDP, your business's stakeholders should think about whether an insights CDP or an engagement CDP would be best for your needs, and research the couple of CDP choices that consist of both. Cdp Analytics.

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