Where a CDP typically fits in a technology stack
Where a CDP typically fits in a technology stackMany enterprises today are unifying their customer data into a data lake that includes a data warehouse for storing their customer 360. This unification initiative is pursued because customer data is becoming a foundational asset in the wake of third-party cookie deprecation and increasing privacy regulations, not to mention unified data’s benefit toward enterprise responsibilities like reporting and predictive analytics.
In contrast to enterprises, smaller organizations have rarely matured to fulfilling this unification initiative, and they look to their CDP to serve as the unifying tool that creates their customer 360. Though, no matter where the customer 360 lives, the CDP serves as the hub that empowers business users to derive customer intelligence and segment audiences for use in downstream engagement tools like a messaging platform, website, or call center application. Since all channels receive the same instructions and intelligence, it enables the customer experience to be coordinated and purposeful across all channels.
