Customer Data Platform

‘A Customer Data Platform… is the heartbeat of modern marketing’
– McKinsey, 2017

Fospha’s 3 step solution

Integrate - Understand - Act.
Working with our clients, we discovered that most businesses are facing the same, key problems: integrating their siloed data sources, making sense of this data, and knowing what actions they should take to improve their ROI. For this reason, Fospha developed a three step solution, which tackles these challenges at their core.

What is a CDP and why is it how I should manage my data?

A Customer Data Platform (CDP) is a type of data management platform, like CRMs or DMPs. They all collect different data sets and process this data in different ways. CDPs have gained popularity in the last year.

An introduction to the acronyms
It can get confusing. What they all mean:
CDP -> Customer Data Platform
DMP -> Data Management Platform
CRM -> Customer Relationship Manager

What is a CDP and why do I need one?

David Raab, founder of the Customer Data Platform Institute, describes a CDP as being “a marketer-managed system that creates a persistent unified customer database that is accessible to other systems.” Here he identifies what makes a CPD special. These other systems can be integrated to get the most out of your CDP.

Your company can benefit from using a CDP in the following ways:

  • Efficiency – all your customer data is in one place and is easy to manage.
  • Ease of analysis – data is easy to analyse and make sense of.
  • Management – it’s easy to maintain good customer relationships using a CDP.

Your CDP is a database which consolidates customer data from different sources and channels. This gives you essential insights into customer behaviour. Armed with this information, your marketers can target their advertising campaigns to enhance customer experience and secure sales.

Unique features of a CDP

Through utilising these features you can ensure your customers receive the most efficient service. Your CDP can assimilate information from different sources, such as the following:

  • Apps
  • Social media comments
  • Websites
  • Purchases
  • Emails
  • Profiles
  • Interactions

By integrating all your systems, your marketers will be able to monitor the success of your marketing campaign across devices and channels. This gives a clear picture of the customer journey.

30 Day Diagnostic

What made the CDP popular?

The CDP has gained popularity due to consumer demand for a multi-channel shopping experience with the brands they trust. In order to do this, companies have needed to adapt by using CDPs. A CDP is different from a CRM database. The CDP focuses on putting all your customer data in one single location. In the past, this simply was not possible. Using a CDP means your marketers will have access to data from browsing history to social media behaviour. Having access to this information has enabled brands to make truly targeted advertising, which is needed to secure sales.

Why CDPs are big news:

  • CDPs are popular because they allow your marketers access to vital customer data. With a CDP, all this information is available in one place. This was simply not possible in the past using CRMs and DMPs.
  • Unlike CRMs, CDPs don’t require the user to have a technical background in order to make use of them. This shifts the workload from the IT department to the marketing professionals. Marketers use CDPs, and IT personnel use CRMs. Marketers are now able to use a CDP to manage direct customer relationships and work directly with data that improves the performance of their marketing.

CDPs are data management systems like DMPs, but better

DMPs are extremely useful for capturing generic data – which could be data concerning the time visitors spend on your company website or the number of views – but the information available is limited. With a CDP, you can take the information available to you one step further. For example, you can find out whether a particular visitor converted to a customer or not. This means you’ll be providing the best customer service, and at the same time, you can tailor your advertising strategy to fit customer demand.

A DMP can be extremely useful in showing you customer performance related to segmented data. However, a CDP stores historical data and enables you to correlate customer information.

Further differences between a CDP and a DMP

There are marked differences between a CDP and a DMP. Some of the most important comparisons are covered below.

  • DMPs and CDPs serve businesses different functions. A CDP can store first, second and third party data. This makes it the ideal solution for maintaining customer relationships. A DMP on the other hand, is unable to process first-party data. Instead, it relies on information from cookies, devices, and IP addresses.
  • The main benefit of a CDP is that all your data is stored in one place. It’s easy to access all the information you need for analysis. A DMP is a bit more complex in that it has two data stores. One set is for analysis and the other for more general data. This essentially means that the CDP is much easier to use.
  • With a CDP, the capacity for data collection is unlimited. Multiple data formats are supported for consistent long-term storage. A DMP, however, only retains user information for less than 90 days. This is not ideal when you want to manage all your historic customer data.
  • By using a CDP, you will be able to take any type of data and use it to improve your marketing campaign. You may want to use data for posting on Facebook, for example. In this case, the CDP is the ideal solution.
  • A DMP was originally used to build targets for marketing purposes. However, you can also use a DMP for dealing with new customers and enhancing ad targeting campaigns. This is usually done with the help of an IT department.
30 Day Diagnostic

Integrating different systems to get the best out of your CDP

In order to get the best out of your CDP, you will need to integrate different systems. You can do this by looking at the main areas outlined below. This way, you won’t miss anything.

Data must be brought together from multiple systems in order to build Master Audience Profiles (MAP). This will enable your marketing campaign to be multi-channel. All activation systems will need to be integrated to ensure success. This includes: email, activation tools, digital advertising, push notifications and dashboards.

Your CDP has been specially designed to help your marketers to learn from customer behaviours. By ensuring appropriate SDKs, your marketers will be able to collect valuable data using cookies. Your marketers will be able to track identity-based data from new visitors to loyal customers. Using this system will ensure that nothing is overlooked when it comes to your marketing campaign.


These days, marketers orchestrate marketing campaigns across multiple devices and channels. Ensure your campaign has what it takes to support today’s increasingly complex customer journeys by integrating all your systems to CDP. Well-integrated systems mean speed and accuracy in your advertising campaign.

By integrating different systems, your marketers can ensure you have access to all your customer data without the need for IT. This gives you back control of your data. In the past, the IT department were responsible for giving you access to your data. With today’s methods, it’s easier to get access to the data you need when you need it most.

Flexible data

All customers have different journeys across different devices. Understanding these journeys is a complex process. In order to ensure your systems perform efficiently, you need to make sure that your processes are flexible. Data needs to be flexible in terms of: data unification, segmentation and activation. This enables your marketers to process all types of data relevant to your advertising strategy. Complex data can then be used to make decisions affecting future advertising. Integrating all your systems allows you to ensure your marketing strategy has all the data needed to show the customer journey with clarity.

As previously stated, your CDP can give your marketers everything they need to monitor the customer journey. In order to do this, you need access to the raw data. Ensure your CDP supports access through GUI, API or SQL. This way, you won’t need an external data warehouse.

With the right insights, your marketers can tailor your advertising campaign to suit customer demand. By monitoring the customer journey, advertising can be used appropriately. This is going to add up to more sales in the long run. CDP’s are now the future of multi-channel advertising.

Why is this useful?

As history has a habit of repeating itself, having your entire customer browsing history in one place enables your marketers to figure out which campaigns have been successful in the past and which haven’t been so successful. This is simply not possible with a DMP or a CRM. It’s best to aim to retain as much data as possible to ensure you get the best results from your CDP. By integrating your systems, you can allow your marketers to target advertising where it is needed most.

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