Customer Data Platforms (CDPs) are available in several types, each with specific features and applications. Choosing the right type depends on the needs of your organization. The two main categories are explained below:
1. Standalone CDPs
Standalone CDPs are designed with a focus on collecting, cleaning and managing customer data. They integrate data from different sources and make it accessible to other systems within an organization.
Main Features:
Centralizing data from multiple data sources, such as websites, CRMs and offline channels.
Clean and standardize data to ensure consistent data quality.
Make data accessible through APIs and integrations with other tools, such as analytics or marketing platforms.
When do you choose a Standalone CDP?
If you need a solid data infrastructure without complex additional features.
If you want to use existing tools for marketing automation or personalization and only need a centralized data collection.
Standalone CDPs are especially suitable for companies that already have well-functioning systems for specific marketing and sales processes, but need a central, reliable data layer.
2. Customer Engagement CDPs
Customer Engagement CDPs go a step beyond data management. In addition to collecting and managing data, they provide tools for marketing automation, personalization and even machine learning to optimize customer interactions.
Main features:
Advanced segmentation capabilities to create audiences based on real-time behavioral data.
Built-in personalization tools for emails, websites and mobile apps.
Automated omnichannel marketing campaigns that respond in real time to customer behavior.
Analytics and reporting tools to gain insights into campaign effectiveness and customer interactions.
When do you choose a Customer Engagement CDP?
If you want to use data directly for personalized marketing activities.
If you want to streamline and automate marketing processes from a single integrated platform.
If you are looking for a holistic approach to customer interaction, from data collection to execution.
Customer Engagement CDPs are ideal for companies that not only want to manage data, but also want to use it directly to increase customer engagement and optimize marketing efforts.
