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WHAT IS CDP?
The term CDP stands for Customer Data Platform. CDP is defined as a packaged software that centralizes customer data from all sources and then makes this data available to other systems for marketing campaigns, customer service and all customer experience initiatives.
The types of data a CDP can work with include:
Events comprise of behavioral data that arises from a user’s actions in a session on a website, in an app, or on a mobile browser.
Customer attributes include names, addresses, contact details, birthdays, etc. Advanced CDPs can also store machine-learning powered predictions, such as likelihood to purchase.
Transactional data is for purchases, returns, and other info from e-commerce or POS systems.
Campaign metrics gather engagement, reach, impressions, and other metrics from campaigns.
Customer service data is for data like live chat data, number and length of interactions, frequency, NPS scores, other data from CRM systems.
What is not a customer data platform?
There are many solutions that might create confusion between customer data platforms and other similar solutions. Some key points on how to distinguish differences between cdp and and other tools.