Customer Data Platforms

 Create a Single View of the Customer Unify, analyze, and activate customer data

The intent is to create a single, unified view of customer data and then use that view to derive insights and drive strategy towards measurable results.
Jason Hamrick | Director, Data & Insights

The Phase2 Perspective

Because a CDP’s core purpose is to serve as “data middleware” - ingesting data from sources and delivering it to destinations - a CDP is often evaluated only by the quality and scale of its integrations. While we agree that it’s important that a CDP have a library of integrations, we believe that the true value of CDPs to marketers is not in ingestion, but in a CDP’s ability to: 

  • Unify that data by intelligently matching records from these disparate sources into composite customer profiles 
  • Segment these customer profiles not only along traditional demographic lines, but also in novel or unexpected ways through the use of artificial intelligence
  • Activate that data by pushing it back out to marketing channels, such as email lists or social media, where those audience segments can be targeted by marketing campaigns
Related Client Stories

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