Similar to the Former Email Tools, there are the Customer Engagement Platforms. Great delivery channels who have called themselves CDPs for many years now. They have largely been limited (3 - 6 month) stores of app and web event data, and are now taking steps to build sync with the data warehouse.
Great article and context. Fully agree that high-quality analytics data has great potential to be activated (but repurposing often comes with tradeoffs). I think it is interesting that your article does not mention personalization (not a complaint) … AKA data activation. In my experience working with integrated analytics, I find that CDP data does not make for idea analytics data, but is suited for (often designed for) powering personalization. Designing a web tracker that is intended for granular, high-quality analytics and activation is the way forward.
Is there a term for this process where they become CDPs almost by virtue of success? I guess verticalisation, bundling or something along those lines. I see it in the domain of vertical specific (fintech) data tools, where they all become some version of a CDP eventually (Risk Data Platform) with much the same characteristics as a CDP but specifically around financial services decisions
Thank you for the shoutout and everything here is spot on!
Very thoughtful article, Timo.
Similar to the Former Email Tools, there are the Customer Engagement Platforms. Great delivery channels who have called themselves CDPs for many years now. They have largely been limited (3 - 6 month) stores of app and web event data, and are now taking steps to build sync with the data warehouse.
Great article and context. Fully agree that high-quality analytics data has great potential to be activated (but repurposing often comes with tradeoffs). I think it is interesting that your article does not mention personalization (not a complaint) … AKA data activation. In my experience working with integrated analytics, I find that CDP data does not make for idea analytics data, but is suited for (often designed for) powering personalization. Designing a web tracker that is intended for granular, high-quality analytics and activation is the way forward.
Excellent article.
Is there a term for this process where they become CDPs almost by virtue of success? I guess verticalisation, bundling or something along those lines. I see it in the domain of vertical specific (fintech) data tools, where they all become some version of a CDP eventually (Risk Data Platform) with much the same characteristics as a CDP but specifically around financial services decisions