What Types Of CDPs Are Available?

Customer data platforms (CDPs) have taken center stage, and savvy brands are seizing the opportunity to enhance their business operations through these invaluable tools. Before we dive into the various types of CDPs, let's revisit what a customer data platform entails.

CDPS are a marketer's toolkit, gathering user data from multiple touchpoints like email and social media to construct a comprehensive 360-degree view of the customer. This data serves diverse purposes, primarily aiding in crafting compelling campaigns, refining existing products, and predicting future product trends. Essentially, a CDP can be a transformative element for your business operations.

Knowing about CDPs is just the starting point. The real challenge lies in determining the most suitable type for your brand. In this article, I will explore different CDP options and their benefits based on specific use cases.

Different Types of CDPs

Categorizing every CDP is a complex task due to their diverse functionalities. However, we'll focus on the four major types to provide a foundational understanding.

1. Marketing Cloud CDP

Marketing cloud CDPs are the latest entrants into the CDP scene. Endorsed by well-established cloud providers, they offer a selection from reputable brands. If your tech stack already includes tools from Microsoft, Adobe, Salesforce, or similar providers, a marketing cloud CDP could seamlessly integrate with your existing systems.

2. CDP Engines and Toolkits

Organizations seeking highly tailored solutions can utilize CDP engines and toolkits. These tools allow extensive customization to align with specific organizational needs. While these solutions are not known for their user-friendliness and come with a higher price tag, they are ideal for tech-heavy solutions. They empower IT teams to build custom applications atop existing CDPs.

3. Marketing Data-Integration CDPs

Focused on data operations, these CDPs boast powerful data manipulation and governance capabilities. They provide user-friendly options without delving into technical complexities. Ideal for activating segmented campaigns across channels, this option lacks comprehensive analytics views but excels in integrating first-party data for a unified customer view.

4. Smart Hubs

The smart hub CDP stands out as the easiest to operate, akin to a plug-and-play system. With advanced data processing and orchestration capabilities, smart hubs respond to user behavior in real-time. This facilitates trigger-based events and personalized communication. It's an ideal choice for marketing teams aiming to deliver tailored responses based on user interactions.

Conclusion

While numerous CDP options may seem fitting, hasty decisions without thorough research can harm your company. Begin by evaluating your team's needs and pinpointing essential features. This approach streamlines your options, making the decision-making process more manageable.