5 Reasons To Get a Customer Data Platform

Jun 26, 2020 |

Anders Spicker

By Anders Spicker


Reading Time: 2 minutes

A Customer Data Platform (CDP) allows you to access and combine audience data for easy activation and campaign execution. It also enables you to take complete control of the customer journey and market extremely effectively to audiences across all digital channels.

These are the 5 main reasons you should consider a CDP as the backbone for your online marketing.


1. Complete control of the customer journey 

A Customer Data Platform is not just a tool for data gathering. It’s a customer journey ownership platform for creating custom audiences, activating specific customer segments, and utilizing customer data for high-end personalization across a multitude of channels.  

By targeting your customers and look-alike audiences with relevant recommendations and ads based on hard data, you will be able to increase marketing ROI, decrease ad-spend, and tie your loyal customers even closer to your brand.  

The possibilities extend to advanced predictions on key metrics like customer lifetime value and churn risk, enabling you to optimize for both. Directly adding value to your business.  


Read more: Case Study – How Sport 24 utilize customer data in paid media


2. One complete and combined overview of customer data

Keeping track of incoming data is a hard discipline to master. It starts off easy with customer data from a single website. Then you add Facebook and Google. At one point, you need an email platform, and once you start advertising your products or content you begin to gather data across the internet. Where does all the data go? Into each individual system

The CDP assists you in keeping track of all sources, giving you one single platform to centrally handle and activate data from all other platforms and sources.


3. A Single Customer View

A CDP combines all data sources to create a single view of each individual customer’s data. This gives you several advantages, the most obvious of course being the centralized access to all customer data in one place.

While gathering the data is no trivial task, presenting data in useful ways is even more complicated. By having access to data across multiple platforms, you get more accurate and reliable data, as well as a much faster way to manage, analyze, and act on data.


Read more: CDP, A key element in your omnichannel strategy


4. Build and segment advanced audiences

Think of audiences as segmented and targeted groups of users or customers. Each user has very specific preferences and may show up in many different audiences.

The CDP not only enables the creation of dynamic audiences. By using data from all available data points, it allows you to filter users into narrow audiences, targeting unique behavior traits across platforms. You don’t need audiences for individual channels anymore. You make one audience and activate it on all desired channels.

Using advanced machine learning and AI, the CDP automatically updates audiences to include specific or likely new customers or exclude customers that no longer fit the purpose of the audience.


5. Cross-platform activation and execution

One of the strongest and most valuable features of the CDP is the ability to utilize the centralization of user knowledge and audiences to activate these on different platforms and execute marketing initiatives across selected channels, or on all of them.

This increased effectiveness in activation and execution translates directly to less time spent on each individual campaign, making your marketing team more productive and measurably more effective.


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