{"id":4050462,"date":"2022-02-17T17:33:35","date_gmt":"2022-02-17T15:33:35","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/shifting-data-landscape-cdps-silver-bullet\/"},"modified":"2025-11-27T10:47:54","modified_gmt":"2025-11-27T08:47:54","slug":"shifting-data-landscape-cdps-silver-bullet","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/shifting-data-landscape-cdps-silver-bullet\/","title":{"rendered":"The shifting data landscape: are CDPs the silver bullet?"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tThe shifting data landscape: are CDPs the silver bullet?\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tVictor Marcus Lunde\t\t
\n\t\tAccount Director & Head of Business Development\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t17 February 2022\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\tCustomers are criss-crossing between digital platforms and products like never before, making it increasingly difficult for brands to keep up with all customer touchpoints. As customer journeys have expanded and diversified, customer data platforms (CDPs) have become a fundamental element of the marketing technology stack. But are they a silver bullet in a continually evolving space? How and when should you be using them, and how can they impact your customer experience?\t<\/h2><\/div><\/div>\n\n

We explored this in detail at \u2018Optimising the Future\u2019, DEPT\u00ae and Optimizely<\/a>\u2019s joint virtual event designed to inspire and accelerate digital strategies through 2022 and beyond. DEPT\u00ae\u2019s data and technology expert Marc Preusche was joined by Senior Digital Business Consultant Carolin Bornholdt and Marcel Amosse, Optimizely\u2019s Director, Head of DXP DACH, to discuss the future of CDPs and the role they play in our digital reality. Here are five key takeaways.<\/p><\/div><\/div>\n\t<\/div>\n<\/div>\n\n

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\n\t\t\t\t\n\n\t\t01 Establishing a clear definition\t<\/h2>\n\n\n\t\tAs the name suggests, CDPs are centred around the customer, but the variety and versatility of solutions has led different people and companies to have different definitions. So before we explore what they can do, we need to define exactly what it is.\u00a0

The CDP Institute<\/a>, a vendor-agnostic organisation dedicated to helping marketers manage customer data, defines it as \u201ca packaged software that creates a persistent, unified customer database that is accessible to other systems.\u201d Customer data platform<\/a> software aggregates and analyses customer data from a variety of sources. It collects real-time first, second and third party data to create customer profiles based on their demographic, historic behaviour and browsing activity. This can include data from the CRM, web forms, events, email, social media, websites and many more. With a more holistic and intelligent view of individual customers\u2019 needs and preferences, the data can be activated to develop smarter marketing campaigns and deliver more personalised messaging.\u00a0

\u201cBasically, it\u2019s about bringing together all these data silos to get a 360\u00ba view of the customer. There are two key parts of a CDP: the analytical part, where you gather intelligence about customers and their activity on your site, and the engagement part, where all the intelligence is orchestrated to drive action,\u201d says Marc.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t