A CDP works in three main phases: data collection, data aggregation and data activation. Each phase contributes to creating a complete customer view and improving communication.
1. Collecting data
A CDP collects data from a variety of sources, such as websites, CRM systems, e mail, POS systems, mobile apps and social media. First-party data plays a particularly important role in this, as it comes directly from customers. In addition, data from partners or external parties can also be added to further enrich the customer's profile.
In this phase, it is important that all data sources are properly linked to the CDP. Consider also an ERP (enterprise resource planning) system, which often contains valuable information about orders, inventory or invoicing. By integrating these types of systems andunlock data, creates a complete and reliable customer view.
The three main types of data are:
First party data: Data collected directly from customers, such as through purchases, newsletter subscriptions or website visits. This information often includes identity data (such as name, e mail address and age) and behavioral data (such as products viewed or shopping baskets).
Second party data: Data from trusted partners, such as suppliers or collaborating brands. This often involves carefully shared first-party data, for example interaction data such as social media behavior, click behavior or response to joint campaigns.
Third party data: Data that comes from external platforms or data agencies, usually collected through cookies or other tracking methods. This information provides insight into broader audience characteristics, such as interests, online behavior or brand preferences.
2. Data merging
After collecting data, the CDP combines all data sources into one central system. In the process, different data points are linked together so that information from diverse channels comes together in one clear customer view.
This creates a360 degree customer profile: a complete and up-to-date overview of each customer, bringing together all interactions and preferences. As someone progresses through the customer journey, this profile is automatically enriched with new data, such as additional purchases or changing interests. The result is a dynamic customer view that forms the basis for segmentation, analysis and personalization, so that marketing teams are always working with up-to-date and relevant information.
3. Activate data
In the final phase, the collected data are transformed into action. The profiles from the CDP are used to build customer segments, personalize campaigns and generate insights.
A Customer Data Platform interfaces directly with marketing tools, advertising platforms, email software andmarketing automation systems. Thus, data is not only stored but also actively used. Thus, companies can feed automated campaigns with up-to-date customer information, communicate in a targeted manner with different target groups and continuously improve the effectiveness of their marketing.
Many organizations have plenty of data, but lack visibility into the customer journey. A Customer Data Platform breaks through this by combining all customer data in one environment. This makes it possible to deploy targeted and consistent communication in every phase of the customer journey, tailored to what the customer needs at that moment.
Orientation phase
In this phase, a visitor is orienting to solutions. A CDP recognizes behavior such as page views, search queries or content downloads. Based on this, relevant blogs, introductory emails or advertisements can be displayed, for example, that match the initial interest.
Consideration phase
When prospects return more often or perform specific actions, such as viewing product pages or requesting information, the CDP builds richer profiles. These audiences can be automatically included in targeted e mail campaigns, lead nurturing flows or remarketing to eliminate doubts.
Acquisition phase
During the purchase phase, a CDP uses real-time signals. Think of sending emails during shopping cart abandonment, personalized offers or an automatic follow-up email after a quote request. In this way, buying intent is acted upon at exactly the right time.
Retention and loyalty
After the purchase, a CDP helps keep customers actively engaged. Based on purchase history and usage data, repeat purchase campaigns, personalized recommendations or loyalty actions are deployed, with the goal of long-term customer relationships and higher customer value.
