- With changes to the Australian Privacy Act, is your organisation at risk of non-compliance?
- What role can a CDP (Customer Data Platform) play in your data privacy & compliance challenges?
- What can you achieve by combining AI, Eloqua & Unity CDP?
What's the purpose of a Customer Data Platform (CDP)?
1. Collect and unify all first-party data
Many of the systems that marketers use (such as email, analytics, CRM, e-commerce, and social applications) operate in silos and don’t pass data back and forth.
This makes it hard to get a complete picture, and even harder to analyse and act quickly to changes.
The purpose of a CDP is to eliminate those issues by connecting all the tools, unifying all the data that matters across the business and acting as a single source of truth for first-party customer data.
2. Customer data management
CDPs unify, enrich and cleanse your first-party data, connecting profiles into an identity graph, and aligning key profile attributes, engagement and transactional data.
Unified enriched profiles form the data foundations to build smart real-time segments based on intelligent attributes, and to inform your AI modelling.
CDPs also enable the management of consumer privacy and data rights by synchronising consent and preferences across different marketing and business applications.
With increasing data privacy regulation and ever increasing demands for personalised experiences, your business needs to manage and document that data and consent management actively.
3. Customer data activation
Once you have been given permission to collect first-party user data and have unified and structured it into profiles, you can then activate that data through multiple channels.
CDPs create audience segments and profile attributes that can be used across the rest of your marketing platforms and channels.
Marketing Cube | Connected Capability
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