How Companies Can Determine the Right CDP for Them

To know what type of customer data platform you need, you must define your goals and objectives clearly. Start with defining your short-term and long-term strategies for delivering customer experiences. What types of experiences do you want to provide, and what types of data and content are required? Where does the data you need currently reside? How can a CDP help you create these experiences, and what technologies will it need to integrate with to do that? 

One of the easiest ways to help clarify the right CDP is to define a series of use cases that outline how you will use the CDP and the value you expect to receive from it. For example, you have a lot of customer data spread across different systems with no unified view of that data for each customer. So, one of your use cases would be to build that unified customer view. 

Another use case could relate to your requirement to comply with data privacy laws or regulations. In this example, you would want a CDP that helps you track customer data and ensures it’s stored in compliance with regulatory requirements. You may also want the CDP to help track customer privacy permissions.